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Little Einstein going exclusive with Target


NEW YORK Disney and Target have signed a deal that will give Target exclusive rights to a full line of new Little Einstein merchandise from Disney starting in July.

Disney used Licensing International 2007 to unveil the deal that will begin with the launch of Little Einstein apparel next month. The company did not say how long Target would retain the exclusive rights to the line but said the staggered roll out would include toys, games, DVDs, books and other products in the Little Einstein lineup.

“Little Einstein products have always sold exceptionally well at Target stores so there seems to be a natural affinity,” said Simon Waters, vp of global franchise management for infant, toddler and preschool for Disney Consumer Products.   

In other news from the Licensing Show on Tuesday:


Paramount Licensing signed iToys to be one of its key toy licensees for 'The Spiderwick Chronicles', a fantasy adventure film scheduled for release in February 2008. The company is currently creating a number of toys including one based on The Seeing Stone that’s featured in the film.   

“We’re looking to do a custom toy line with two or three companies that will work closely with the film makers to create a unique product line,” said Michael Bartok, evp and division head of Paramount Licensing.

Warner Consumer Products signed Mattel as the master toy licensee for 'Speed Racer' and 'The Dark Knight', two of its tent-pole releases for 2008.  Speed Racer is a new version of the classic 1960s cartoon series from brothers Andy and Larry Wachowski ('The Matrix') and 'The Dark Knight' is the second film in the renewed 'Batman' franchise.


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