Masked wrestling star, El Hijo del Santo, has signed an exclusive deal with Cartoon Network Enterprises Latin America for a global licensing program based on the legendary lucha libre icon Santo, the Silver Masked Man. Through this deal, Cartoon Network will have exclusive rights to represent the program in licensing and merchandising ventures. It will originate in Mexico, with plans to expand in the U.S. and other territories around the world. Branded products will be licensed across a number of categories including apparel, school supplies, toys, and electronics. The licensing program will be presented at the 2006 Licensing International (LIMA) show, June 20-22, 2006, in New York City.
The products created will be targeted towards boys 6-16 and will be positioned in high-end department stores and specialty shops. The branded products created will represent Santos superhero qualities and further expand the universe created by the silver masked idol. It is in this universe where you will find the kitsch and the chic, the retro and the modern all living together on the streets of Mexico.
Santo is a significant cultural icon in Mexico and we are excited to bring his ethos of faith, inner strength and respect to a wider public through this brand, said Lisa Weger, vp of consumer products for Cartoon Network Enterprises in Latin America.
I am proud to be involved with this program and taking this new step in the evolution of the legend of Santo, added El Hijo del Santo. I think fans will easily identify with the brand and all it represents.
El Hijo del Santo is the son of Mexican wrestling legend, Santo, the Silver Masked Man. The senior Santo made his debut in the ring in 1934 and became an immediate sensation. The wrestling star soon appeared in comic books and headlined more than 50 movies from the 1950s to the 1980s. El Hijo del Santo made his wrestling debut alongside his father in 1982, and became the successor of the silver mask after his fathers death in 1984.
Today, El Hijo del Santo is recognized as the Silver Masked wrestler, defending the honor and expanding the legacy of the name Santo. El Hijo del Santo has defended his mask 74 times and has held 20 titles in international wrestling associations. Also, by starring in various short and feature-length films, videos, and TV shows, he preserves the silver masked legacy and spreads its popularity among younger generations. In October 2004, Cartoon Network Latin America created an animated micro-series based on the wrestler titled SANTO AGAINST THE CLONES, which aired throughout the region.
Cartoon Network Enterprises (CNE), the global branding and merchandising arm of Cartoon Network, is charged with building consumer product franchises for Cartoon Network, its brands and characters from the channels growing library of award-winning original programming. CNE also works to secure and support long-term licensee partnerships across all key merchandising categories. The division currently offers consumer product programs for an array of marquee animation franchises for the network.
Cartoon Network Latin America is Turner Broadcasting System Inc.s 24-hour cable and satellite service offering animated entertainment. It is the favorite and most viewed cable network and is available in 18.5 million households in the region. Cartoon Network Latin America launched April 30, 1993 and is available in Spanish, Portuguese and English.
Rick DeMott
Animation World Network
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