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License Connection adds Monchhichi to roster

Agency to handle licensing in Benelux for classic brand and new animation.

License Connection has welcomed Monchhichi to its portfolio of brands.

The agency will focus on licensing both the classic character – which was created in Japan more than 45 years ago – and the new animated series in the Benelux region.

The first dolls – created by Sekiguchi in 1974 – were twins, a boy and a girl, and were an immediate hit. The brand has been distributed globally, with License Connection confident that the high market awareness will help drive the merchandise programme in the region.

“We are incredibly excited about representing this heritage brand,” said Daphne Kellerman, owner of License Connection. “Both brands will strengthen each other.

“The classic dolls are very well-known and that is what the demand is for. But the animation is helping to open doors.”

Christophe Millet, business development manager at Sekiguchi, added: “The Benelux markets are an historical hot spot for us and we’re very pleased to partner with License Connection to work on widening the range of official products for fans of all ages.”

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