American Greetings Entertainment — the IP and outbound licensing division of American Greetings Corp. — and leading European kids’ entertainment producer Gaumont Animation have partnered up to deliver a new 52 x 11 animated series based on AGE’s classic ’80s brand, Herself the Elf.
“We at Gaumont Animation are very proud to be partnering with AGE. “Herself the Elf is a beautiful, high-concept, character-driven property to which we can both contribute creative magic that will result in something extraordinary,” said Nicolas Atlan, President of Gaumont Animation. “We are confident Herself the Elf will have stunning, ownable attributes unlike anything else in the marketplace.”
The long-term agreement will see the companies co-develop, co-produce and co-distribute the new show. AGE will take the lead on worldwide consumer products with an eye to echoing its successful relaunches of library brands like Care Bears. AGE and Gaumont will share global distribution duties, and the deal includes an option to produce additional episodes, with AGE retaining ownership of the IP.
The original Herself the Elf franchise was created by American Greetings’ “Those Characters from Cleveland” unit, and spawned a popular line of dolls, as well as books, records and animation.