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Silvergate and Mattel Announce ‘Octonauts’ Partnership in China

Mattel to manage consumer products for the ‘Octonauts’ preschool brand in China.

LONDON -- Silvergate Media, the international TV production and licensing company focused on pre-school children’s entertainment based in London and New York, has formed a partnership with Mattel in China for Octonauts, its undersea preschool adventure property.

This new partnership will mean that Mattel China will manage the Octonauts consumer products and retail program in China in partnership with local licensees.

Octonauts toys are already a growing success in the Chinese market, following the success of Octonauts in China where the show airs on CCTV. 

This partnership will establish greater synergy between TV content, toys, publishing and merchandising for the Octonauts brand, reinforcing Silvergate’s strategy to widen the reach of this popular brand. Octonauts has proven to be extremely popular in China and this partnership will result in an even stronger merchandising program, deeper retail reach and a larger online retail presence.

Octonauts was first broadcast on CCTV in June 2014 and proved highly popular in the region, with 2.8 billion views to date on China’s key web TV channels. Following this success, Silvergate is co-producing Series 5 of Octonauts with CCTV.

Octonauts now has millions of fans in China, and we’re delighted Mattel will be our partners in taking the property to the next level,” said Ron Allen, SVP Commercial at Silvergate Media. “The Octonauts toy range is already a success in China, and this partnership will deliver a compelling merchandising program, superb in-store execution, and strong marketing campaigns in one of our most important markets.”  

“We are very excited about taking our partnership with Silvergate to the next level. By managing the Octonauts toy line and the consumer products in China, Mattel is truly consumer first,” said Peter Broegger, Managing Director, Asia Pacific at Mattel. “This consumer focused lens helps us better deliver on this franchise’s value proposition - teaching and inspiring deep sea adventures and inviting kids to become underwater adventure heroes. Partnerships such as this one enable us to continuously inspire the wonder of childhood through innovating fresh products and experiences for children in China.”

Now in its fourth season, Octonauts is aired in over 100 countries across the world, including on China Central TV (CCTV), Disney Channel (USA), CBeebies (UK), ABC (Australia), TF1 (France) and Super RTL (Germany).

Since 2011, the brand has emerged as a leading preschool property in the United States, UK, Europe, Australia, and Korea. China is the latest country where a successful brand launch is underway and Russia will follow this Fall.

Source: Silvergate Media