DHX Media has licensed much-loved children’s publishing property Rainbow Magic from Mattel, Inc., in a long-term, exclusive, worldwide agreements managed under the Mattel Creations division. The deal covers multiple revenue streams and paves the way for DHX to producer and distribute a range of new, multi-platform content inspired by the books.
Rainbow Magic first captured the attention of young readers around the world when the publishing property launched in 2003, and has since produced hundreds of titles reaching millions of readers in more than 30 languages. Rainbow Magic follows the exciting adventures of young friends Rachel and Kirsty and the magical beings they meet in Fairyland. The books are currently published by Orchard (Europe) and Scholastic (USA).
While DHX holds worldwide rights to develop and produce (through DHX Studios) new content for Rainbow Magic, Mattel will oversee global brand management and global toy rights. The partners will work together to mutually approve consumer product licensing activities for the brand in territories where DHX has a consumer products presence.
The Rainbow Magic deal expands on DHX and Mattel’s existing relationship, which include the previously announced long-term global partnership for original content based on popular brands Bob the Builder, Fireman Sam, Little People and Polly Pocket.