Guru’s True and the Rainbow Kingdom heads to China

Licensing agency Reesee Entertainment will rep the hit preschool series regionally and work with the studio behind it to launch a new licensing program later this year.
November 1, 2022

Toronto-based prodco Guru Studio is expanding the global reach of its CG-animated preschool series True and the Rainbow Kingdom to cover China through a new partnership with Reesee Entertainment. 

The Guangzhou-based licensing agency will manage TV and consumer products rights for Guru’s IP in China, and the two companies are working together to develop a new licensing program that is slated to launch later this year, featuring True-branded apparel, publishing and games. 

Reesee has also inked a deal that will see Beijing’s Alibaba Digital Media and Entertainment Group add True to its SVOD Youku later this fall. The platform has been bolstering its kids content portfolio this year, acquiring the rights to Toronto-based Sinking Ship Entertainment’s live-action series Dino Dana in April, and picking up CG-animated preschool series Hushabye Lullabye from UK distributor Beyond Rights in June. 

True and the Rainbow Kingdom debuted globally on Netflix in 2017, and Guru Studio has produced four seasons (39 x 22 minutes) to date. The show also airs on linear networks including CBC Kids (Canada), Tiny Pop (UK), Gloob (Brazil) and Clan TV (Spain). 

 

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