UK-based children’s indie Platinum Films has granted Simba Dickie Group the master toy license for the boy-skewing Matt Hatter Chronicles brand across EMEA, CEE, Russia and India.
The pan-regional master toy deal is the latest piece in the growing series franchise, which has been sold into 80 countries and has hit all-time audience highs across UK, Europe and South Africa. A multi-territory consumer product rollout is expected next year.
Simba will develop, manufacture and distribute a toy range aimed at boys ages five to 10, which will include action figures, vehicles, role play items, play sets, remote control vehicles and die-cast.
The 2014 toy launch will be supported by TV advertising, a PR and marketing campaign and immersive digital content.
Simba’s current property portfolio includes Disney Princess, Spiderman, Star Wars, Sponge Bob and TMNT. This collaboration between Platinum and Simba will further enhance the global Matt Hatter licensing programme, which already includes global publishing partners Penguin (print and digital novelisation), Titan (print and digital comics) and Topps (Trading Cards and Sticker Albums).