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Smell of Success? MGA’s Yummi Land snags Lionsgate

L.A.- based Lionsgate has acquired the exclusive North American home entertainment rights to MGA Entertainment's first-ever direct-to-DVD movie for its Yummi-Land doll brand.
February 14, 2007

L.A.- based Lionsgate has acquired the exclusive North American home entertainment rights to MGA Entertainment’s first-ever direct-to-DVD movie for its Yummi-Land doll brand. Lionsgate is also the exclusive North American distributor for MGA’s blockbuster property Bratz, as well as holding rights to the upcoming live-action Bratz movie in production at Crystal Sky Pictures. The first DVD release under the deal will be Betsy’s Bubblegum Journey Through Yummi-Land

The Yummi-Land toy line ranks in the top 10 of all US fashion toy brands, and a large-scale merch program should roll out this fall. Kids Headquarter is onboard for apparel, Franco for bedding, Mead for calendars, Saramax in sleepwear, DecoPac for baking goods, and books will be released by Modern Publishing.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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