CARTOON NETWORK INKS GLOBAL TOY DEAL WITH MATTEL (WSJ)
By Stephen Saito
In what a highly lucrative natural brand extension for both parties, Mattel has signed a multi-year deal with Time Warner's Cartoon Network to be the master toy licensee for the cable channel. Deal covers the cabler's original programming aimed at six to 11 year olds and also the right to create Cartoon Network brand merchandise.
Writes the Wall Street Journal:
Under the new deal, Mattel can produce a wide range of toys, including electronic games and puzzles, for nearly 80% of Cartoon Network's original programming. It can also make vehicles, action figures, play sets, role-play board games and electronic toys under the Cartoon Network brand as well as toys based on individual shows like the Emmy-winning "Foster's Home for Imaginary Friends" and "Ed, Edd n Eddy."
"Mattel for years has had a strong relationship with us as an advertiser," said David Levy, president of Turner Entertainment Sales and Marketing, a unit of Time Warner's Turner Broadcasting. "Now we're extending that into consumer products, which will enhance both companies' portfolios."
