TeamTO and Edizioni Play Press ink new licensing deal for Mighty Mike

The kids entertainment company TeamTO has signed an activity book publishing deal in Italy with Edizioni Play Press

Written by Georgie Dobie

Posted 10.06.2020 | Lifestyle

TeamTO and Edizioni Play Press ink new licensing deal for Mighty Mike thumbnail

Kids entertainment company TeamTO has signed a first licensing deal in Italy with publishing company Edizioni Play Press for its animated slapstick hit series, Mighty Mike (78 x 7). The agreement will see a series of sticker, coloring, magic colouring and activity books distributed in kiosks nationwide starting in June 2020.

Sarah Polito, licensing manager of Edizioni Play Press, said: “We are really excited to be partnering with TeamTO as their first Italian licensee for publishing in Kiosks and Mass Market. We are certain that the successful correlation between the editorial content of Play Press and the strength of the Mighty Mike character will make for a great partnership. Edizioni Play Press will launch this new brand in the market in June 2020, with a wide range of formats for Mike’s little fans, like magic albums; colouring books; activities with stickers; and activities with crosswords and games.”  

Image: Magazine cover images for Mighty Mike from Edizioni Play Press

The publishing deal was closed directly by TeamTO’s head of marketing, Patricia de Wilde, a long-term veteran of the international licensing industry. Play Press is the first licensing partner for Mighty Mike in Italy, where the series has performed exceptionally well on Turner’s Boomerang and Mediaset’s Boing channels. 

Patricia de Wilde, TeamTO’s VP of marketing, said: “We’re so excited to launch in Italy with such enthusiastic partners, first Turner Broadcasting who have been very supportive of the series, and now Edizioni Play Press, a leader in the key category of high-end kiosk and retail publishing. The commitment from these excellent partners shows us that Mighty Mike definitely has legs, and that Play Press will help it become a runaway success in the resilient Italian market.” 

Founded in 1981, Play Press is a leading Italian publisher of activity books known for its quality, artisanal attention to detail and refined materials, as well as cutting-edge technologies. The publishing company has worked with a series of iconic brands, including Barbie, Hello Kitty, Miraculous and My Little Pony, to create outstanding licensed activity books. 

Mighty Mike, a high-octane, laugh-out-loud comedy, is set to have an exceptionally strong year, with impressive ratings reported across the globe, in addition to Italy. Key international broadcasters include CITV (UK), Universal Kids (US), Cartoon Network & Boomerang (worldwide), France 3 (France), Super RTL (Germany), and Tencent (China), among others.  

 Licensing agents have been appointed to represent Mighty Mike in France (France Télévisions Distribution), the US (Surge Licensing), and China (Uyoung). 

Mighty Mike is an original TeamTO production with Canada’s Digital Dimension, in the tradition of Tom & Jerry, updated with outstanding photorealistic animation and a nod to silly-pet videos. The series features the relentless travails of a sophisticated pug defending his home from furry intruders, while also trying to impress the neighbour’s charming dog. TeamTO manages distribution in France, Germany and China, while CAKE distributes in all other territories. 

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