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Mattel Makes Playdate with ‘Mia and Me’
Italian production, distribution and licensing house Rainbow has secured a licensing partnership with toy giant Mattel for its new girls’ television series Mia and Me. Mattel joins international licensing partners Panini, Unilever Germany, Belltex, Ciementoni, Schmidt Spiele and Egmont in the property’s program, with consumer products set to launch this summer.
Mia and Me follows 12-year-old Mia struggling to fit in at her new school in real life, while getting caught up in adventures in the animated fantasy world of Centopia, a mystical place populated by unicorns, elves and dragons. The live-action/CG animation hybrid series is developed and co-produced by Lucky Punch, Rainbow, March Entertainment and ZDF, with master agent m4e and Rainbow jointly handling worldwide distribution. Over 50 global territories will launch the first 26 x 23 season, aimed at girls 5-8, this year.
“Mia and me is an exciting new property for Rainbow and we are thrilled to have secured Mattel as our toy partner,” said Bettina Koeckler, SVP and GM Global Consumer Products for Rainbow. “Their enormous experience and success at retail makes them the perfect fit for the brand.”