The Garfield brand is expanding its presence in the Chinese market as L.A.-based MCM Group picks up the rights to develop themed children’s education and activity centers throughout the world’s most populous country.
Branded Garfield World, the centers will offer kids ages one to 14 a range of educational and entertainment experiences.
The deal was inked with Paws, Inc., a privately held US company and the sole owner of the copyrights and trademarks for Garfield characters. Paws was founded in 1981 by Garfield creator and cartoonist Jim Davis.
Further support for Garfield World in China is provided by MediaLink Entertainment, the Hong Kong-based Asian licensing representative for Garfield. Paws partnered with MediaLink in 2010 to groom and grow the brand and its licensing program in China. Last year, MediaLink organized more than 20 large-scale mall events in various parts of the country, and the company intends to develop a crop of Garfield promotions and campaigns around the launch of Garfield World.