Search form

'Rastamouse' Jams into the New Year

“Rastamouse” is going from strength to strength this festive season with momentum continuing into 2013.


, DHX Media’s hugely popular animated reggae mouse is going from strength to strength this festive season with momentum continuing into 2013. The leading licensing and rights management company sees its hit property aimed at pre-schoolers branch into further licensing deals and initiatives, as well as a charity event at Westminster.

DHX Media has worked with Ty Beanies to create a Rastamouse beanie toy, which is now available in retailers Harrods, Cards Galore and Trocadero. DHX Media has also just closed a deal with PMS International to create a range of plush, gift and novelty products for theme parks, holiday parks, amusement arcades, service stations, funfairs and family entertainment centres. These deals further extend the Rastamouse consumer products push which has encompassed CDs, DVDs, books, plush toys, playsets and musical toys, PJs and underwear, iPad/iPhone covers, and posters and stickers, as well as hats and scarves in the past year.

This Autumn, the brand has extended into the food and drinks space via a deal with First Milk for branded kids’ portions of ‘Dairy Maniacs Cheddar Stix’ which continue to be stocked in selected Asda stores nationwide. Rastamouse has also debuted on Amazon’s recently launched Kindle Fire tablets.

In addition, much-anticipated new TV episodes have launched on CBeebies, including a very special series finale. A character designed and submitted to the ‘Design a Rastamouse character’ competition, run earlier in the year in conjunction with Immediate Media, has been brought to life by producers and will be featured in the last episode of the season.

‘Marigold’, one of all girl pop group ‘Da Sugamice’, is the brainchild of avid Rastamouse fan Maisy, aged four. The competition ran exclusively through companion publication ‘Rastamouse Magazine’, aimed at involving children in Rastamouse’s adventures and efforts to ‘Make a Bad Ting Good’.

Rastamouse has also made a guest appearance at Parliament last week – entertaining children at the annual Westminster Kids Club Christmas Party held by MP Keith Vaz, along with his two Co-Chairs Graham Brady MP & Caroline Lucas MP on the 5th December. The event raised money for charity World Vision, and included children from disadvantaged backgrounds as well those of staff and MPs.

The series has been further hailed with a nomination in the Broadcast Magazine Awards Best Preschool category as well as a nomination in this year’s Children’s BAFTA Awards in the preschool animation category,

Commenting on the past year’s growth, DHX Media Director of Licensing Angeles Blanco said: ‘We are delighted that the Rastamouse brand has continued the momentum it displayed since its launch, and that it is going into 2013 with an ever-growing popularity amongst both consumers and brand partners. Our recent partnership with PMS International has been just one of many links we have forged this year, and we are confident that these relationships will continue to flourish throughout 2013.’

Source: DHX Media