Chorion Signs Dream Agent For Indian Subcontinent
Press Release from Chorion
Little Miss Sunshine
New territories for Noddy and Mr. Men and Little Miss London/New York, 16 June 2010: Leading family entertainment producer and distributor Chorion is expanding its growing global franchise for hit properties Mr. Men and Little Miss and Noddy by appointing Dream Theatre as its agent for the Indian subcontinent.
Dream Theatre Private Limited, an entertainment company based in Mumbai, has won the exclusive licensing and merchandising rights for Mr. Men and Little Miss and Enid Blyton’s most loved pre-school character Noddy across India, Pakistan, Bangladesh and Sri Lanka.
For the first time ever in India, Dream Theatre plans to introduce Noddy apparel, home furnishing, personal care, school bags, home video and other categories. It will also concentrate on licensing deals and merchandising promotions for the Mr. Men and Little Miss classic characters.
Melissa Tinker, SVP Licensing, Asia Pacific at Chorion, says: “Chorion is excited that Dream Theatre is representing our Noddy and Mr. Men and Little Miss properties in India. Noddy has achieved an impressive level of awareness over the years with an extensive publishing range by Eurokids, toys distributed by Funskool and the support we have received from Cartoon Network with our Make Way for Noddy series and newly launched Noddy in Toyland. Dream Theatre has been proactive in bringing new partners on board in key categories and we look forward to building the Noddy program. Mr Men and Little Miss is new to this market, however, the support of Cartoon Network for both Series 1 and 2 paired with the brand’s proven success and universal appeal means we are very optimistic for the future of Mr. Men and Little Miss in yet another territory.”
Jiggy George, founder and CEO of Dream Theatre Private Limited, comments: “Having worked for a while in this industry, I had reached a stage where I wanted to give life to my dream of creating out of the box licensing models for brands to swear by – Dream Theater is an attempt in that direction. We are extremely fortunate to have attracted such big names and properties and the wins have reinforced our aim of creating and launching some of the most successful partnerships between brands.”
Celebrated author Enid Blyton’s most popular creation, Noddy first appeared in 1949 in the classic book Noddy Goes to Toyland. Since then, the little wooden boy with the jingly blue hat has appeared in countless adaptations for the screen and stage, met the Queen of England, sold more than 250 million books, and touched the lives of millions upon millions of children from all over the world. Today, the brand boasts annual retail sales of over £50 million, driven by 200+ licensees offering more than 1,000 individual products in over 100 countries. Noddy’s popularity with pre-schoolers has also created a top-rated TV show, award-winning website and sell-out live shows.
In celebration of the brand’s 60th Anniversary in 2009, Noddy In Toyland was launched, a brand-new 52 x 11 minute animated CGI series created by Academy Award nominated Brown Bag Films. The breathtaking show reveals Blyton’s Toyland in all its expansive splendour – complete with come-to-life toys, racetrack, mermaid’s cottage, and deep dark woods. Both entertaining and nurturing, Noddy occupies a unique place in the hearts of children all around the world. As Noddy plays and learns, so too does his audience of viewers and readers – just as Blyton intended.
With over 100 million copies sold worldwide, Mr. Men and Little Miss books have become a publishing phenomenon. Truly a property everyone can relate to, the brand has inspired a comprehensive consumer products program with over 280 licensees worldwide. Whether it is through the animated sketch comedy series – The Mr. Men Show—or its award winning Website, Mr. Men and Little Miss gets consumers laughing about the range of personalities we encounter in life.