Endemol in licensing deal for Lillebi

MUMBAI: Television format creator and dstributor, Endemol, has secured a international licensing deal for the leading German kids brand Lillebi.

Created by German artist Steinbeck and his team from Creativ Entwicklungs GmbH, Lillebi is a print-led property based on drawings and stories of a loveable young mouse and his friends.

The brand, which is targeted at girls up to eight years old, launched in 2004 in Germany and today has more than 40 partners covering an impressive and varied portfolio of products from clothing to gifting and publishing.


Global division Endemol Worldwide Brands (EWB) aims to build on this success by securing strategic deals to grow Lillebi into a multi faceted kid?s licensing property with mass market appeal.

EWB will pursue a multi-platform licensing programme with brand extensions targeting numerous core categories including toys and games, gifting & merchandising, stationery, publishing, mobile & smartphones and promotions.


In the UK, EWB is looking to further promote Lillebi by securing a major high-street retailer for a direct to retail license. Similar strategies will be adopted in the CEE markets.


EWB CEO Olivier Gers said, "Lillebi offers a variety of delightful characters and engaging narratives, whilst also promoting positive values for children and adults. It is an extremely strong property that can easily replicate its success in Germany across the major markets around the world. We believe it has the potential to become a major worldwide kids brand. This is a good example of Endemol?s global network that allows us to spot a major property in one market and help roll it out internationally."

CREATIV-Entwicklungs MD Peter Steinbeck said, "We are very happy to have found an international partner like Endemol, who are able to roll out our brand pan-European and across many categories and media platforms."


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