More than 60 global and pan-European licensing partners have been confirmed for Turner-owned Cartoon Network Enterprises’ boy-skewing property Generator Rex, which made its debut on Cartoon Network UK in October 2010.
Coinciding with the European broadcast rollout, which is now underway in Spain and Italy and will continue into France and Germany, the brand’s retail launch will begin in the UK in August followed by a launch across EMEA starting from Christmas 2011.
The roster of licensees include master global toy partner Mattel, video games publisher Activision and construction toy partner MEGA Bloks. The licensing efforts will be supported by local partners developing specific products for their territories. Among them are UK partners Blues Clothing (apparel), VMC (accessories), Pyramid (posters) and Finsbury Food Group (branded food and drink). In France and Benelux, NV Belltex S.A will produce domestic products, Blue Ocean Entertainment will be publishing a bi-monthly Generator Rex magazine in Germany and Graffiti in Greece has taken a license to produce backpacks, trolley bags, paper stationery and gifting items. In Turkey, Dogan Egmont is confirmed as the licensing partner for the publishing, audio and music categories and Keskin Colour is on board for stationery.
Cartoon Network has already committed to three seasons of the animated series and has a clear five-year franchise in place.