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EWB will pursue a multi-platform licensing program with brand extensions targeting numerous core categories including toys & games, gifting & merchandising, stationery, publishing, mobile & smartphones and promotions. In the UK, EWB is looking to further promote Lillebi by securing a major high-street retailer for a direct to retail license. Similar strategies will be adopted in the CEE markets. Olivier Gers, CEO of EWB comments: "Lillebi offers a variety of delightful characters and engaging narratives, whilst also promoting positive values for children and adults. It is an extremely strong property that can easily replicate its success in Germany across the major markets around the world. We believe it has the potential to become a major worldwide kids brand. This is a good example of Endemol's global network that allows us to spot a major property in one market and help roll it out internationally" Peter Steinbeck, Managing Director of license owner CREATIV-Entwicklungs GmbH adds; "We are very happy to have found an international partner like Endemol, who are able to roll out our brand pan-European and across many categories and media platforms." |