HALIFAX – DHX Media has announced plans to develop new, original content based on Rainbow Magic after licensing the popular children’s publishing property from Mattel Inc.
Rainbow Magic (pictured) follows the exciting adventures of two young girls, Rachel and Kirsty, and their magical friends in Fairyland. With hundreds of titles published to date, the property has reached millions of readers worldwide in more than 30 languages.
The long-term, exclusive, worldwide agreement covers multiple revenue streams and establishes the framework for DHX to develop, produce and distribute a range of multi-platform content inspired by the brand. DHX and Mattel will also work together to mutually approve consumer product licensing activities for the Rainbow Magic brand for territories in which DHX has a consumer products presence.
“We are delighted to once again team up with Mattel,” said DHX Media CEO Dana Landry, in Wednesday’s news release. “Following on from our recently announced partnership around the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket, this new Rainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies. Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand’s extensive publishing program, and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide.”
