Character adds Rastamouse to licensed portfolio

RNS Number : 9415G

Character Group PLC

19 May 2011

 



Issued by Citigate Dewe Rogerson, Birmingham

Date: Thursday, 19 May 2011

The Character Group plc

Character adds kids' cult hero 'Rastamouse' to its licensed portfolio

The principal trading subsidiary of The Character Group plc ('Character', 'Company' or 'Group'), Character Options Limited ('Character Options') has been appointed by DHX Media as UK master toy licensee for 'Rastamouse,' the popular  character whose animated TV series was launched in the UK on CBeebies in January 2011.

Under the license agreement with DHX Media, one of the world's leading television production and distribution organisations, Character Options has obtained the rights to develop new products in plush, figures and play-sets, with further products in development.  The first line of plush products will be available in October 2011.

Rastamouse joins Character's prestigious list of properties for younger children which include, 'Peppa Pig', 'Bob The Builder', 'Fireman Sam' and 'Postman Pat'.

Richard King, Executive Chairman, The Character Group, said:

"We believe that Rastamouse will provide an exciting addition to our strengthening portfolio of great brands."

Michael Polis, President, W!LDBRAIN Entertainment and EVP, Branded Entertainment and Consumer Products, DHX Media commented:

"Character Options is a leader in children's licensing and the right partner for us to launch a collection of toys for Rastamouse and its fans. The storylines are full of rich content which will add to the growing list of ways the fans can enjoy 'Da Easy Crew' and their adventures."

The series features Rastamouse (voiced by BBC Radio One presenter Reggie Yates) and Da Easy Crew solving mysteries and catching criminals whilst inspiring kids with fun storylines in which they always strive to make a positive difference, leading to the show's catchphrase "make a bad ting good".  Following the launch of the TV series in January 2011 the show has risen to the Cbeebies Top 5 animated programmes whilst Youtube clips of the action are receiving hundreds of thousands of hits.

Notes to Editors

About Rastamouse

Rastamouse, the animated music series based on the critically acclaimed books by Genevieve Webster and Michael De Souza, launched on CBeebies in January 2011 and has since engaged a following of pre-school children and parents alike.  The series features Rastamouse, Scratchy and Zoomer of Da Easy Crew, the mystery-solving, reggae-playing band who live by their motto "redemption, not retribution."  A Rastamouse Company Production for CBeebies Rastamouse is produced by Greg Boardman and Eugenio Perez of Three Stones Media, in association with Dinamo Productions, Little Roots and DHX Media, who handles worldwide TV sales (excluding the UK) and worldwide licensing and merchandising.  The production is supported by the Wales Creative IP Fund.

Visit www.rastamouse.com. Follow on Twitter @rastamouse_irie.

About Character

www.thecharacter.com

The  Character Group plc is quoted on the London Stock Exchange, Ticker: AIM:CCT

Character Options is the principal trading subsidiary of The Character Group, designers, developers and international distributor of toys, games and giftware.

The business wasfounded in 1991 and, in 2003, the Group made a strategic decision to increase the development of its own products. Today, around 70% of all products marketed by the Group are developed in-house. A major benefit of this strategy has been the opening of international markets, with Character's products now being sold in over 30 countries worldwide.

The Character Group operates mainly in the United Kingdom and China and has offices in New Malden, Surrey, Oldham, Lancashire, as well as in Hong Kong and Shenzhen, China. It employs around 160 people worldwide.

About DHX Media Ltd.

DHX Media Ltd. is an international leader in television production and distribution, interactive content and entertainment licensing.  With offices in Toronto, Halifax, Vancouver and Los Angeles and three award-winning production facilities, including the recently acquired W!LDBRAIN Entertainment, DHX Media is the producer or co-producer of over 40 original television series and maintains a library of over 2,300 half-hours of television productions that spans both animated and live action programming.   Live action series include That's So Weird, How to be Indie and This Hour Has 22 Minutes; animated series include Animal Mechanicals, Kid vs Kat, dirtgirlworld, Franny's Feet, Martha Speaks and new preschool show Rastamouse. DHX Media Ltd. shares are listed on the TSX, the Toronto Stock Exchange.  www.dhxmedia.com

Enquiries:	Financial Media and IR
Richard King, Chairman
Kiran Shah, Group Finance Director & Joint MD Jon Diver, Group Marketing Director & Joint MD	Fiona Tooley Keith Gabriel	Russell Cook Carl Holmes
The Character Group plc	Citigate Dewe Rogerson	Charles Stanley Securities
Tel: [phone]	Mobile: [phone] (FMT)	(Nominated Adviser)
Mobile: [phone] (KS)	Tel: [phone]	Tel: [phone]

For consumer or trade PR, please contact

Jerry Healy email: [e-mail]

Head of Marketing at Character Options on [phone]

Or

Michele Bates, Evolution PR

Tel: [phone] or 07725 616 059

[e-mail]

 

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