KID-E-CATS PRODUCTS HITTING THE SHELVES INTERNATIONALLY IN 2019
From preschool hit series on Russian CTC and Carousel and on Nick Jr on more than 150 countries, the Kid-E-Cats brand is successfully pursuing its global expansion.
Conceived from the start as a full-scale property, Kid-E-Cats licensed products have already entered all major retail chains, toy stores and online stores in its home country, Russia, where customers can find over 500 SKU of different products: colouring books, storybooks, plush, stationery, puzzles, creative activity kits, board games, children’s apparel and bed linen, cereals and confectionery products.
The global licensing and merchandising rollout kick-started in 2018, by building a network of more than 12 international licensing agents. The latest addition was Medialink last March, for Hong Kong, Taiwan and Japan, which will be joining efforts with Boing (Italy), License Connection (Benelux), Active Merchandising (GSA), Enjoy Brand Licensing (Iberia), European Licensing Company (CE), Exim Representaciones Mexico (Mexico & Chile), AMV Licensing (Peru, Ecuador, Bolivia), Mon Entertainment (Central America & Caribbean), Exim trading Argentina (Argentina, Uruguay & Paraguay), Asiana Licensing (South Korea), and Empire Multimedia (Philippines, Singapore, Malaysia, Indonesia, Thailand, Vietnam), Joy Media (mainland China)
Through a global master toy partnership sealed in 2018, Hong-Kong-based Toy Plus (Far East) Ltd., part of the Thai Group, has been developing a toy range spanning plush, collectibles, figurines and playsets targeted at preschool children, with global retail launch scheduled for Q4 2019. In Italy, where the animated series has become a ratings success on Cartoonito, toy powerhouse Giochi Preziosi will be distributing Toy Plus product lines.
In March 2019, leading children’s publisher Egmont, which holds publishing rights to the property for CEE, started commercialising the first product lines of a range of story books, picture books, colouring activity books, sticker books and novelty books. Other licensees on board are Ravensburger for puzzles and boardgames around Europe, Lisciani Giochi for boardgames and game books and publishers Adriano Salani and Centauria in Italy, and Anthaix for back-to-school stationery and dinnerware in Peru.
The Kid-Е-Cats brand also expands across mobile and digital: by the end of 2018 eight mobile games for kids had been released with more than 16 million downloads. These games are designed to help children train their memory, improve their logical thinking and develop their motor skills, and they are ranked among top-selling educational games on Apple Store and Google Play in Russia. March 2019 marked the beginning of the international roll-out of these games, with Picnic and Sea Adventure, developed by DevGame Oü, made available worldwide in 16 languages. Developers Metrafilms, JoyBox and Trilobit are also expected to launch Kid-E-Cats mobile games globally soon.