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Frito-Lay bites into Gormiti brand

Italian toy group Giochi Preziosi and French animation producer Marathon Media have partnered to bring Gormiti - The Lords of Nature Returns to more than 35 million packages of Frito-Lay products in Spain and Portugal.
April 23, 2010

Italian toy group Giochi Preziosi and French animation producer Marathon Media have partnered to bring Gormiti – The Lords of Nature Returns to more than 35 million packages of Frito-Lay products in Spain and Portugal.

Cheetos, Lay’s, Doritos, Ruffles and Chipicao products will don images of the Gormiti heroes and offer more than five million in-pack sticker Tazo Gormiti. The promotion will be supported by media and in-store advertising.

The Gormiti TV series, a 52 x 26-minute Giochi Preziosi and Marathon Media co-production, has been on air in Italy on broadcaster Mediaset since Fall 2008. The series took to airwaves on France (M6 and Canal J), Germany (RTL2), the UK (Nick Toons and GMTV2), Spain (RTVE & CN), Greece (Alter Channel), Turkey (Digiturk), Israel (Noga), in the Middle East (MBC) and Brazil (Globo TV) in fall 2009.

International television and home entertainment rights to the Gormiti brand are handled by Zodiak Entertainment Distribution. Licensing and merchandising is managed by Marathon Media in France and Giochi Preziosi for the rest of the world, through a network of agents.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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