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American Greetings Teaming with Gaumont to Re-Launch ‘Herself the Elf’

Classic girls brand from the 1980s to be featured in an all-new television series under new long-term co-development, co-production and co-distribution agreement.

American Greetings Entertainment, the intellectual property and outbound licensing division of American Greetings Corporation, and Gaumont Animation, one of Europe’s leading producers and distributors of children’s entertainment, have entered into a long-term agreement to co-develop, co-produce and co-distribute an all-new 52 x 11’ animated series based on AGE’s 1980’s classic girls’ brand Herself the Elf.

“We at Gaumont Animation are very proud to be partnering with AGE. Herself the Elf is a beautiful, high-concept, character-driven property to which we can both contribute creative magic that will result in something extraordinary,” said Nicolas Atlan, President of Gaumont Animation. “We are confident Herself the Elf will have stunning, ownable attributes unlike anything else in the marketplace.”

“AGE has an unparalleled track record in transforming retro brands into modern icons that are both relevant for and in demand by today’s kids,” said Sean Gorman, President of American Greetings Entertainment. “From our vantage point, Gaumont Animation is the perfect partner to bring our all-new vision of Herself the Elf to life with a fantastic animated series to serve as the foundation of an incredibly competitive girls’ brand.”

AGE will take the lead on worldwide consumer products as it looks to re-launch yet another successful brand from its library, following in its own footsteps with prior successful re-launches of The Care Bears, Madballs, and a formerly-owned brand, Strawberry Shortcake.

Worldwide distribution on the new animated series will be shared between AGE and Gaumont Animation with the partners also enjoying an option for the production of additional animated episodes with AGE retaining ownership of the underlying Herself the Elf intellectual property.

Source: American Greetings Entertainment