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Mattel Creations and DXH Collaborate for Rainbow Magic


DHX Media has secured the license for Mattel’s Rainbow Magic in an exclusive, long-term global deal managed by the Mattel Creations division. The agreement includes several revenue streams, which gives DHX the right to produce and distribute an array of new, multi-platform content.

Rainbow Magic initially caught the attention of young readers all over the world when the publisher introduce the property in 2003. It has since produced hundreds of titles and has been translated to more than 30 languages.

Rainbow Magic follows the thrilling adventures of Kirsty and Rachel and the magical creatures they meet in Fairyland. The books are published by Scholastic (USA) and Orchard (Europe).

DHX owns the global rights to develop and produce new content for Rainbow Magic (through DHX Studios), Mattel will still manage worldwide brand management and toy rights. The partners will join forces to equally approve the brand’s consumer product licensing activities in territories where DHS has a consumer products presence.

The deal expands on Mattel and DHX’s existing relationship, including the long-term global partnership for original content which are based on famous brands Fireman Sam, Bob the Builder, Polly Pocket and Little People.

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Cecilia Cordero

A stay-at-home mom who writes enjoys pop culture in all of its forms. You can find more of her stuff at Super Hero Stuff I Want

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