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Fitz Roy Media has signed an agreement with Los Angeles-based Street Players to develop a diverse range of toy categories based on the iconic Heathcliff character for distribution throughout the U.S. and Canada, it was announced by Fitz Roy Media CEO Hamp Hampton. The new deal, brokered by Jonathan Breiter at Public Group, exclusive U.S. licensing agent for Fitz Roy Media, is part of Fitz Roy’s strategy to extend the Heathcliff brand to a new audience of children, tweens and young adults with new entertainment projects and merchandising. Under the four-year agreement, Street Players will immediately begin production on a line of Heathcliff plush. The new line of plush will debut at retail in spring 2011. Additional merchandise to be developed by Street Players includes collectible figures and a line of products for pets. “With a track record of success that includes creating the ever popular Street Sharks franchise and an extensive line of Gummy Bears licensed merchandise, David Siegel’s Street Players consistently demonstrates a depth of creativity and innovative toy design that is second to none,” said Hampton. “We are thrilled to be working with Street Players and look forward to new lines of merchandise that will be embraced by new generations of Heathcliff fans of all ages.” “Securing the license for Heathcliff reflects a growing trend among private label suppliers such as Street Players to build their slate of high-profile properties for successful exploitation across a wide variety of toy and merchandise categories. Heathcliff is a classic property that is destined to remain a part of our classic culture for generations to come and is certain to maintain its popularity at retail,” said Street Players President David Siegel. |
