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Loonland signs Yaffe as Little Princess toy partner

UK toyco Marin Yaffe has snapped up the master toy license for TV-Loonland preschool series Little Princess, which currently airs on Five's Milkshake block in the UK and in more than 100 countries abroad.
April 11, 2007

UK toyco Marin Yaffe has snapped up the master toy license for TV-Loonland preschool series Little Princess, which currently airs on Five’s Milkshake block in the UK and in more than 100 countries abroad.

Yaffe plans to have product ready for a February 2008 launch and will head to market with Little Princess figures, plush, inflatables, wheeled toys and educational/activity playthings.

Brokered by licensing consultant Kirsty Guthrie, this latest deal rounds out a consumer products program that already includes UK-based Blues Clothing (apparel) and Van Der Erve B.V. (apparel, Benelux and France). Both licensees are manufacturing underwear and nightwear for kids two to six, and Van Der Erve is also producing daywear aimed at preschool girls including T-shirts, sweatshirts, pullovers, skirts and dresses.

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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