American Greetings, Gaumont re-launch Herself the Elf

The partners will share worldwide distribution rights to the new 52 x 11-minute animated series based on the popular 1980s brand.
October 17, 2016

Ohio-based American Greetings Entertainment (AGE) and France’s Gaumont Animation have reached a long-term agreement to co-develop, co-produce and co-distribute a new animated series based on AGE’s 1980s girls brand Herself the Elf.

AGE and Gaumont Animation (Calimero, Galactik Footballwill share worldwide distribution rights to the 52 x 11-minutes show. AGE has retained ownership of the Herself the Elf IP, and will take the lead on worldwide consumer products for the character-driven series.

At the height of its popularity, the Herself the Elf brand include a doll line from Mattel, an animated special, books, records and an animated series.

American Greetings has seen recent success with the re-launch of its classic brands like Care Bears. The company’s renewed focus on the evergreen brand—announced last October during a rebrandinghas made interactive extensions a top priority. On top of debuting Care Bears & Cousins on Netflix last November, American Greetings has had 10 branded apps bow in 2016.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com


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