Toymaker Mattel has signed a licensing deal with Time Warner's Cartoon Network to make puzzles, games and action figures based on the channel's children's shows.
The global agreement covers nearly all original Cartoon Network programming for six to 11-year-olds, as well as the rights to create branded merchandise and first chance at licensing all future original programming.
Comments David Levy, president of Turner Entertainment sales and marketing: "Mattel for years has had a strong relationship with us as an advertiser. Now we're extending that into consumer products, which will enhance both companies' portfolios."
California-headquartered Mattel brands president Neil Friedman adds: "Their demographic and ours are very similar."
The world's biggest toy maker by revenue also has licensing partnerships with Viacom's Nickelodeon and studios such as Walt Disney.
Data sourced from Wall Street Journal Online; additional content by WARC staff