HIT Entertainment enters into a JV with Turner

By , agencyfaqs!, Mumbai | In Media Publishing | January 30, 2008
The children's entertainment producer and rights owner has entered into a strategic partnership with Turner for its properties

HIT & #BANNER1 & # Entertainment, an independent children's entertainment producer and rights owner, has announced another strategic partnership with Turner International (Turner), extending their existing association of television rights to include licensing representation of the company's popular pre-school properties, Bob the Builder and Thomas and Friends.

These pre-school shows were strategically launched on and then promoted by Cartoon Network, Turner's flagship kids' channel, to ensure high resonance and recall amongst the channel's viewers across India. Today, Bob the Builder and Thomas and Friends are amongst the top rated properties on kids' television networks in India.

Along with the television rights, Turner will also manage the licensing rights for Thomas and Friends and Bob the Builder across key categories, including apparel and accessories, stationery, toys and games. This extended agreement augments Cartoon Network Enterprises (CNE), the licensing and merchandising division of Cartoon Network and Pogo, consistently growing the third party licensing portfolio to five renowned properties across segments such as Hollywood, Bollywood, teens and now pre-school.

Antonio Huab, vice-president, Asia, HIT Entertainment, says, "We are delighted to be extending our partnership with Cartoon Network India. India is an important and growing market for HIT and Cartoon Network is the perfect broadcast and merchandise licensing partner for HIT's world class properties."

Commenting on the strategic tie-up, Jiggy George, executive director, CNE, India and South Asia, says, "Cartoon Network Enterprises has been responsible for bringing into the country some of the greatest international properties, and has played a pivotal role in making them successful propositions. It was in 2005, with Beyblade toys, that the division first entered third party licensing and went on to make Beyblading a national sensation."

George adds, "Pre-school is a critical segment for us both on the Network and on the licensing front. The shows (Bob the Builder and Thomas (the Tank Engine) and Friends) are already a huge hit on our channels and, given our expertise and success with promoting products based on television series, we aim to make Thomas and Friends and Bob the Builder products a must-have for Indian consumers."