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New kids’ property makes European debut with help from 4Kids Entertainment International
4Kids Entertainment International has taken on a consultancy role to help introduce top kids’ brand Max Adventures onto the European licensing market.
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Max Adventures is a TV series that introduces the character of Max the lion, who protects his people against the evil Shadow Master. His skills and bravery are put to the ultimate test when the Shadow Master challenges his rule and Max has to rediscover his true powers to regain his kingdom; on this journey he makes new friends, learns new skills and starts to appreciate the true value of friendship. The show originated in Asia and has now been snapped up by major broadcasters across Europe – including Super RTL in GAS, Boing in Italy, Gulli in France, Boing in Spain, and Nickelodeon in the Netherlands and Belgium.
Aimed at the 6-10 year old demographic, the property is already making a mark in Europe through Max Adventures ice cream, which is available at retail, in restaurants and at leisure parks in key markets, supported by Max-branded POS materials.
This presence is being bolstered by a big roll out of marketing activities including print and TV ads, DVD promotions, online cooperations, and costume character appearances and themed activities at leisure parks and outdoor events. Additionally Max Adventures is promoted through digital channels, with a seeding strategy targeting children’s websites and video streaming pages such as YouTube, whilst a dedicated Max Adventures website has launched across Europe that features games, activities and a sing-along animation and is adapted for each market in which the brand is present. |
4Kids is currently developing a brand strategy for Max Adventures merchandising and is exploring a number of potential categories for licensing, including publishing, collectibles, promotions, mobile applications, digital content and accessories, stationery, Back to School, attractions at amusement parks, beach products, toys, games and a trading card game.
“Max Adventures has what it takes to be a very strong brand - its online presence and significant marketing initiatives, as well as the commitment of key broadcasters across Europe, is testament to this potential,” said Sandra Vauthier-Cellier, Managing Director, 4Kids Entertainment International. “We are acting as a brand consultant and offering licensing strategy advice to ensure that this fantastic property hits the ground running across the continent.” |
