Retail Monster has sunk its teeth into a third kid-friendly brand this year. The New York-based L&M agency has entered a master agreement with animation studio M2 Tremblay Entertainment to represent its new show Harold and the Bearsy Bears.

The CG-animated series (52 x 11 minutes) is a co-production between M2 Tremblay and India-based Toonz Media Group and will debut at MIPCOM later this month. It stars the titular Harold, who is a tiny bear that comes up with new ways to spread joy and improve the lives of the citizens who live in the magical forest community of Bearsy Hills. The products are set to rollout in 2024, after the show’s launch.

The toyetic nature of Harold and the Bearsy Bears makes it a strong candidate for licensing and merchandising opportunities, said Michael Connolly, Retail Monster’s CEO.

“We think this brand will be loved by boys and girls, but will most likely reside in the girls aisle due to it’s mini-style and collectability play patterns,” Connolly tells Kidscreen. 

The master agreement with M2 Tremblay joins a string of deals Retail Monster has inked in 2022. In June, the agency signed with the lifestyle and beauty brand Afro Unicorn to manage its global CP program, which includes a range of toys, apparel and party supplies. It also inked a deal with UK-based Toikido in August to roll out the toyco’s new range of Piñata Smashlings toys and collectibles in retailers across North America next year.

Since launching in 2016, the company has developed licensing partnerships with several studios including Canada’s 9 Story Media Group, Paris-based Cyber Group Studios and US games developer Electronic Arts.

With files from Ryan Tuchow.