Hong Kong-based Toy Plus on board, with Simba Dickie Group distributing in Europe and the Middle East.
Rainbow has secured a new toy deal for its preschool animation, 44 Cats.
Hong Kong-based Toy Plus will develop a wide range of toys based on the key elements of the IP – music, creative play patterns and collectability.
Products will include play-sets, musical toys, interactive plush and figurines among others.
The deal will also see Simba Dickie Group come on board as special partner and exclusive distributor for Europe and the Middle East.
The new range will be presented in Hong Kong in October and launching globally from autumn 2019.
“We are delighted to be working with Toy Plus on 44 Cats,” said Iginio Straffi, founder and president of Rainbow. “I’m sure they will do a fantastic job in translating the positive values that embody this brand into a toy range. This deal is further proof that 44 Cats has all the ingredients of a major TV and licensing success.”
Josue Rosenzweig, president of Toy Plus, added: “This is a dream come true, as I have known Rainbow for almost 20 years and have always wanted to work with them. I’m sure that 44 Cats will soon be a top property worldwide, as it has all the ingredients of a major hit.”