FremantleMedia celebrates 25 years of 'DangerMouse'

MUMBAI: FremantleMedia Licensing Worldwide (FLW), is revamping the classic nostalgia kids' brand, DangerMouse, in preparation for the brand's 25th anniversary this year. As part of the anniversary celebrations, FLW has developed a new logo and creative, which has resulted in a marked interest in the brand and a raft of new licensing deals.

FLW has granted rights to TDP Textiles to produce men's nightwear and underwear and product is scheduled to hit shops in spring 2006. Bravado International has been granted the rights to produce T-shirts and fashion tops for record retailers such as HMV and Virgin and other independents, while Samuel Eden has been licensed rights to produce adult's and children's socks which are scheduled to launch at retail in spring 2006.

In addition, FLW has renewed its agreement with The Big Badge Company to produce DangerMouse pin badges, which will be distributed at retail and through banks and corporate offices to raise money for the charitable brain injury association, Headway, throughout 2006.

FLW is targeting a core audience of 16 to 34 year olds and is looking to build the brand through women's apparel, plush, collectables, gifting and gadgets categories including cufflinks, mouse mats, mugs and fridge magnets. FLW is also looking to extend the brand in the fine arts category and is reviewing the use of original cell animation from Brian Cosgrove, the creator of DangerMouse.

FremantleMedia Licensing Worldwide vice president licensing, UK Dom Wheeler said, "DangerMouse was very popular in its heyday and still attracts a huge fan base in the UK as well as internationally in over 80 countries. Its continued licensing success is testament to the strength of the brand and we are delighted to add TDP Textiles, Bravado International and Samuel Eden to our ever growing raft of licensees."

DangerMouse ranked as the third most popular kids' show in Channel 4's 100 Greatest Kids' TV Shows, which was voted for by the general public and transmitted in August last year.

It is one of the most popular children's titles licensed worldwide by FremantleMedia’s Archive Sales division. Fremantle Home Entertainment also licensed the DVD and VHS rights to New Video’s A&E label last year, with the DVD box set of seasons one and two receiving rave reviews and strong sell-through sales of around 30,000 units. Series three and four were released in October.

DangerMouse, the secret agent mouse, and his trusty, bumbling sidekick, Penfold, first hit TV screens on ITV1 in the UK in 1981. The show ranked number one in its time slot with average audiences of 3.5 million viewers. It outperformed both its slot average and competing children's programming across all target groups (4-24), achieving on average 90 per cent higher audience share for 4-15-year-olds. DangerMouse has aired in over 80 countries worldwide including Australia, India, Romania, Trinidad and Zambia and is currently on air in the UK on Boomerang.

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