DreamWorks Animation SKG has entered into an exclusive licensing arrangement on DreamWorks Animation’s June 2008 release, Kung Fu Panda, with Mattel serving as the worldwide master toy licensee for the film. The deal is the first such partnership between the leading animation studio and the world’s premier toy company. The announcement was made last evening at DreamWorks Animation’s Consumer Products division launch party for Kung Fu Panda in New York City, one day before the opening of the Licensing International Expo 2007.
Mattel will be creating a wide range of products across multiple categories of action figures, games, plush and role play for the forthcoming release. Fisher-Price and Radica Brands are also included in the Mattel Brands portfolio.
DreamWorks Animation’s Head of Worldwide Consumer Products Kerry Phelan commented, “We are thrilled to be working with Mattel, and consider it a truly collaborative and special relationship. Mattel shares our passion for ‘Kung Fu Panda,’ and we felt that they were uniquely qualified to develop and execute a premiere toy program for our product around the globe.”
Mattel’s General Manager of Boys/Entertainment Tim Kilpin said, “We’re incredibly enthusiastic about ‘Kung Fu Panda.’ It’s a wonderful and imaginative film that gives us great content to work with to develop an innovative and compelling toy program.”
Kung Fu Panda, featuring the voices of Jack Black, Angelina Jolie, Jackie Chan, Lucy Liu, Dustin Hoffman and Ian McShane, opens in theaters on June 6, 2008.