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ITV Appoints New Agents for 'Cut the Rope'

ITV and ZeptoLab appoint new agents for “Cut the Rope” in France, Central and Eastern Europe, the Nordic region and Israel.

London, UK -- ZeptoLab UK Limited and ITV Studios Global Entertainment announced that they have appointed agents for the massively successful game Cut The Rope in the key markets of France, Central and Eastern Europe, the Nordic region and Israel. They are Lagardère Active TV Licensing & New Business for France, Plus Licens for Central and Eastern Europe and the Nordic countries and Brand isReal for Israel. These three highly regarded names in their respective markets will each work withITVS GE, ZeptoLab’s licensing agent across all Europe and Israel, to develop a brand strategy that both reflects the enormous global popularity of Cut The Rope and is also designed specifically for the local markets these agencies represent.

Cut The Rope and its star, the delightful — and very hungry — candy-eating monster Om Nom have become a global phenomenon. Licensing campaigns in these markets will target audiences across the 5-12, 13-18 and 18+ age groups. The focus of the campaigns will be on a very wide range of categories including apparel, gifting, publishing, mobile and games accessories and more. Comprehensive marketing and PR campaigns are also planned across digital, visual and print media.

Trudi Hayward, SVP, Head of Global Merchandise, ITVS GE, has been working alongside ZeptoLab to appoint Cut The Rope agents in Europe and Israel. She will also manage the representatives on behalf of ITVS GE and ZeptoLab.

Tanya Haider, Head of Licensing and Merchandising of ZeptoLab, says “It was only after the astonishing and almost viral success of the Cut the Rope game that we realised the true hard work was about to begin: the work of bringing Cut the Rope to new areas and new audiences as a true multi-licence brand for today’s market. Cut the Rope is much, much more than just a game. We’re certain that the newest agents to join the Cut the Rope licensing family will not only build the brand in their home markets but help to grow its presence across the globe.”

Trudi Hayward, SVP, Head of Global Merchandise, ITV Studios Global Entertainment, adds: “These appointments continue the extraordinary Cut the Rope success story. One of the hottest games ever to enter the digital market is now also becoming a major licensing hit in Europe and Israel. Thanks to a growing number of carefully selected and highly respected regional agents its success with licensees and at retail could soon match its popularity on so many major digital platforms.”

Lagardère Active is one of four divisions of Lagardère, a world-class pure-play media group that operates in 30 countries. Lagardère Active organise its activities into broad business segments: press, radio/TV, audiovisual production, digital and advertising sales brokerage. By focusing on its strengths in news, women's and youth content and its premium brands, Lagardère Active intends to continue its development and increase its audience across all media.

Plus Licens is one of the largest licensing companies in Eastern Europe and the Nordic countries, coordinating a number of offices across both regions from its head office in Stockholm. The company brings more than 35 years of licensing know-how — notably in the field of entertainment properties — and a powerful network of relationships to some of the most exciting and fastest-growing territories in the world.

Brand isReal is one of Israel’s best-known licensing agents, managing more than ten brands and 30 licensees across more than 40 product categories. Its area of expertise include brand building, broadcast, DVD, marketing, events and publishing.

Source: ITV Studios Global Entertainment

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.