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Licensing drive ramps up for preschool brand, Sunny Bunnies

Media I.M has revealed a number of new licensing deals in the UK and Russia for its preschool IP, Sunny Bunnies.

In the UK, nightwear, underwear and sock licensee Misirli is on board, signing a new deal to supply retailers with a range of Sunny Bunnies products. In addition, Poetic Brands has been secured as an apparel partner, working on collections across daywear, outerwear, accessories and ‘puddle wear’.

Across to Russia, and deals have been closed with two of the country’s largest L&M players – AST Publishing will produce activity, sticker, colouring, board and novelty books, while Origami will deliver Sunny Bunnies-themed puzzles, games and craft sets.

The deals follow on from the agreement with Russia’s 0+ Media in September 2020. The company specialises in building children’s content and consumer products across multiple licensing and retail outlets, live events and gaming, TV and VOD platforms. Under the three-year deal, 0+ Media secured the L&M rights for Sunny Bunnies across all the main categories of consumer products.

Two renewal deals have also been agreed with Redan Publishing, which features Sunny Bunnies in its Fun to Learn Favourites and Fun to Learn Friends magazines, and Crackboom/Chouette Publishing for new activity books in French and English for North America, France and the UK.

“We are so thrilled that Sunny Bunnies is picking up considerable licensing interest, culminating in the signing of these significant apparel deals and the renewal of publishing deals in the UK,” commented Gavin Metcalfe, brand licensing director at Media I.M. “Anyone in the licensing business knows that deals of this nature don’t happen unless robust due diligence has been carried out, so we in a very good place to build and expand the licensing programme into additional categories and territories in the very near future.”

Gavin continued: “The vast Russian region, meanwhile, is an incredibly exciting market, and one that is expanding rapidly in terms of consumer products. The deal last year with 0+ Media started Sunny Bunnies on their Russian L&M journey and we’re excited to be building on that with these two latest deals.”

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