Rainbow and Mattel Inks Mia and Me Partnership Deal
Italian distribution and licensing house Rainbow has recently entered into a licensing partnership deal with toy giant Mattel for the hit girls’ TV series Mia and Me. Mattel will be joining the list of international Mia and Me licensing partners, which includes Panini, Belltex, Ciementoni, Schmidt spiele, and Egmont. Mattel is planning to come up with consumer products by summer this year.
Mia and Me follows the story of a 12 year old girl named Mia, who is currently trying her best to fit in at her new school, when she suddenly got caught up in adventures in the animated fantasy world of Centopia, a mystical place inhabited by magical creatures such as unicorns, elves, dragons and others. The live-action/CG hybrid series is currently being developed and produced by Lucky Punch, Rainbow, March Entertainment, and ZDF, with m4e and Raindbow jointly acting as master agents. The new 26×23 season will be launching this year.
“Mia and me is an exciting new property for Rainbow and we are thrilled to have secured Mattel as our toy partner,” said Bettina Koeckler, SVP and GM Global Consumer Products for Rainbow. “Their enormous experience and success at retail makes them the perfect fit for the brand.”