4Kids Takes on RollBots

Thursday, September 11, 2008
By: Ryan Ball

Amberwood Ent. has appointed 4Kids Ent. the worldwide merchandise licensing agent and marketing brand manager for its new animated TV series, RollBots. 4Kids will manage global licensing opportunities, working closely with all licensees including recently signed master toy licensee, Mattel.

Commissioned by Canada’s YTV, RollBots is a computer-animated action-comedy with 26 episodes currently in production. The show revolves around perfectly round robots with arm and leg appendages that retract, allowing them to roll at extreme speeds on roller-coaster-like tracks through their world, Flip City.

“We see many of the same promising elements in RollBots—collectibility, transformation and racing—that we have in some of our most successful brands for this target audience,” notes Stephen Gould, co-managing director of 4Kids Ent. International. “This is a wonderful property and a great licensing prospect.”

Rollbots will premiere in the US and Canada in February of 2009. Amberwood will be launching the show in other territories at the upcoming MIPCOM Jr. market in October. Based in Ottawa, Canada, the company has seen its animated series The Secret World of Benjamin Bear sold in more than 110 territories worldwide. A fourth season has just been commissioned by Playhouse Disney Canada.

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