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DQE and Mookie join hands

By afaqs! news bureau , afaqs!, New Delhi | In Media | January 06, 2011
Mookie Toys enters into toy licensing agreement with DQEntertainment for Rudyard Kipling's hugely popular The Jungle Book.

DQEntertainment (DQE), the animation, gaming, live action entertainment production and distribution company has entered into an exclusive toy licensing agreement with the UK-based Mookie Toys (Mookie), for DQE's 3D-animated series, The Jungle Book.

According to the agreement, Mookie has acquired the toy licensing rights for The Jungle Book in the UK, Republic of Ireland and the Channel Islands through DQE's licensing agent, CPLG. The agreement allows Mookie to sell The Jungle Book toy merchandise, which include wheeled bicycles, tri-scooters, tricycles, balance bikes, sit N rides, play balls, outdoor activity centres and slides.

Says Tapaas Chakravarti, chairman and chief executing officer, DQE Group, "With the expertise Mookie has in toy manufacturing, we believe we have associated with the right partner for the manufacture of toys of this classic property. The deal has great strategic significance as this validates DQE's constant pursuit to reach audiences and markets."

DQE will receive a substantial amount in upfront payment as minimum guarantee from this agreement that covers the outdoor play and ball categories for three years. Mookie will use multiple distribution channels for retail, including high street, mass market, independents, as well as online distribution.

Says Chakravarti, "This agreement will open up a number of new verticals for maximising our profits from The Jungle Book as we continue to exploit licensing and distribution opportunities. The 3D-series has already become a hugely popular television programme in countries that have started airing it. We remain hugely optimistic that the licensing and merchandising of this iconic property will gain further momentum during 2011."

Says Guy Orr, director, Mookie Toys, "We are very excited to be partnering with CPLG and DQE on Jungle Book. Everyone is familiar with Rudyard Kipling's classic story and at Mookie, we hope to create innovative and fun products inspired by this new series."

According to Vickie O'Malley, managing director, CPLG UK, "Mookie's PD team has developed some wonderful concepts for outdoor wheeled toys and playballs which are a perfect fit to reflect the sense of adventure and excitement of The Jungle Book. We're absolutely delighted to have them on board."

Established in 1987, Mookie Toys is an outdoor toy manufacturer and distributor for several well known brands such as Peppa Pig, Noddy, Rupert Bear, Toy Story, Fire Man Sam, Ben 10, Mr. Men, Postman Pat and Disney characters like The Little Mermaid, Snow White and Winnie the Pooh.

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