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Mattel and Silvergate Announce Partnership for Octonauts in China


Global TV production and licensing outfit Silvergate Media, along with Mattel in China have recently inked a partnership deal for the undersea preschool adventure property Octonauts. Under the partnership, Mattel China will be managing Octonauts-related consumer products and retail programs with local licensees in China.

Mattel China’s support for the property is not surprising, as sales of toys based on Octonauts are seeing an impressive growth in the Chinese market, where the Octonauts series airs via CCTV.

The partnership between Silvergate Media and Mattel China will lead to a more unified approach between TV content, publishing, and merchandising for the Octonauts brand. It is also expected to further expand the brand’s popularity and reach in Asia.

“Octonauts now has millions of fans in China, and we’re delighted Mattel will be our partners in taking the property to the next level,” said Ron Allen, SVP Commercial at Silvergate Media. “The Octonauts toy range is already a success in China, and this partnership will deliver a compelling merchandising program, superb in-store execution, and strong marketing campaigns in one of our most important markets.”

“We are very excited about taking our partnership with Silvergate to the next level. By managing the Octonauts toy line and the consumer products in China, Mattel is truly consumer first,” said Peter Broegger, Managing Director, Asia Pacific at Mattel. “This consumer focused lens helps us better deliver on this franchise’s value proposition – teaching and inspiring deep sea adventures and inviting kids to become underwater adventure heroes. Partnerships such as this one enable us to continuously inspire the wonder of childhood through innovating fresh products and experiences for children in China.”

Now in its fourth season, Octonauts is aired in over 100 countries across the world, including on China Central TV (CCTV), Disney Channel (USA), CBeebies (UK), ABC (Australia), TF1 (France) and Super RTL (Germany).


Neil Raymundo

A cowardly and treacherous Toonbarn blogger who can transform into a McDonnell Douglas F-15 Eagle. Secretly wants to replace Toonbarn Rob as leader of the Decepticons. Also wrote some stuff for The World Comic Book Review.

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