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Irmira Ent. Signs Merchandising Deal For Lola & Virginia

Imira Ent., a Spanish production and distribution company specializing in youth programming, has signed a major Italian deal for LOLA & VIRGINIA with RAI Trade (the commercial arm of RAI) acquiring merchandising rights to the hit international property for the territory.

In further deals, Panini is set to launch a LOLA & VIRGINIA sticker stack book, story albums, puzzle and coloring books in Italy as well as Spain, Portugal and Brazil. Imira has also signed an agreement with Nintendo DS for the development of a videogame to launch in selected territories worldwide.

LOLA & VIRGINIA is set to air daily on Italy's RAI 2 channel from September. The show has also sold worldwide in 90 territories to broadcasters including RTVE, France 3, RTP as well as Nickelodeon in Latin America, Asia and France and the Disney Channels in Spain and Italy.

Its broadcast presence is supported by a licensing and merchandising strategy that includes a deal for Spain and Portugal with Comercial Nim. Products include school sets, stationery, backpacks, pencil cases and further product lines are planned by Comercial Nim working with Mendía Marketing, which will include games, T-shirts, beach sets and toiletries.

Grupo Edebe has already launched ten manga style comic books in Spain and leading mobile content producer Alvento is distributing ringtones, games, images, screen savers and a WAP Portal for the popular brand.

Imira Ent. is also producing online games for the LOLA & VIRGINIA website ( which are available in Spanish, English and Catalan and are also currently being localized in Italian and Portuguese.

The witty animated series is a co-production between Imira Ent., Millimages, France 3, TV Catalunya and ETB and is based on the original concept created by Myriam Ballesteros, founding partner of Imira Ent. with Sergi Reitg.

Life isn't always easy for Lola, taking care of her snotty siblings and putting up with her crazy group of friends. She considers herself the local princess, until Virginia barges into her life. Virginia is a stuck-up kid who has it all: beauty, all the boyfriends she could ever want, good grades and stinking rich parents who never refuse her anything. Their relationship soon involves alliances, strategies and betrayal. In the end, Lola is the good girl, but she's not a saint either.