New licensing deals are secured on eve of 40th anniversary celebrations

Leading family entertainment producer and consumer products licensor Chorion is celebrating 40 years of the global phenomenon, Mr. Men and Little Miss in 2011. Launching exclusively at Brand Licensing Europe is the newest addition to the loveable Little Miss family, Little Miss Princess. Chorion has also secured a raft of new licensing deals for the Mr. Men and Little Miss brand as it unveils plans for the 40th anniversary in 2011. Adorned with a crown and pink all over, Little Miss Princess is fashion-ready and sweet as sunshine. Little Miss Princess-inspired fashions, accessories and homewares designed for girls and young adults will be showcased at Brand Licensing Europe. The Little Miss Princess book title, published by Egmont in the UK and others around the world, will be available in Spring 2011 with a range of accessories and apparel. Steve Cipolla, EVP, Global Licensing and Sales at Chorion said: “Little Miss Princess is the perfect addition to the Mr. Men and Little Miss franchise. She’s an inspirational and fun character that girls of all ages will connect with. We’re excited to introduce her in multiple categories around the world from Spring 2011.”

David Riley, Managing Director of Egmont Publishing Group added: “We are thrilled to be publishing a new Little Miss character next year to celebrate the brand’s 40th Anniversary. Little Miss Princess is an endearing addition to the classic collection who will charm readers of all ages.”

Chorion has secured a number of key new licensing deals for the brand in the run up to BLE. Digital Goldfish will launch new Mr. Men and Little Miss apps globally from the end of October debuting in the UK and US. Also in the UK, Smith & Brooks will launch a range of children’s apparel for all retailers from Spring 2011, while in France, Cesar will launch new plush, Pixi is producing a range of new plastic toys and figurines and Jouceo will launch a ranch of toy product for sale through kiosk and toy stores.

As Mr. Men and Little Miss gears up for its 40th anniversary in 2011, year-long celebrations are planned with special-edition products; special edition Mr. Tickle book from Egmont, collector’s edition DVD box-set from Delta and the launch of fashion collections celebrating 1971 pop culture. Summer celebrations, dedicated PR campaigns, retail promotions, and new digital initiatives are also underway with products including apps, ebooks and virtual goods.