DHX Brands deal with MEI boosts Teletubbies IP in SE Asia and Middle East

DHX Brands, the dedicated brand management and consumer products arm of DHX Media, has agreed a deal with MEI to boost the presence of Teletubbies, In the Night Garden and Twirlywoos IPs in South East Asia and the Middle East.

The deal licenses non-ticketed events rights to Millennium Entertainment International (MEI) in the two regions.

Under the new agreement, MEI will plan and manage all costume character appearances, 20-minute shows and immersive mall activities for all three brands in Hong Kong, Indonesia, Malaysia, Singapore, Philippines, Turkey, UAE, Qatar, Bahrain, Kuwait, Egypt, Oman and Saudi Arabia.

“Strong live events are essential to building and growing a relevant consumer-facing presence with the preschool demographic,” explained Danielle Tanton, Live Events and Attractions Manager at DHX Brands.

“DHX Brands’ colourful, iconic characters always draw a buzzing crowd when they appear, and we are very pleased to be adding to the offering with MEI for these territories. With their decades-long track record of expertise in live events, MEI are a superb addition to the roster of leading licensees we’ve teamed with around the world to continue growing our brands.”

DHX Brands committed to growing live events and attractions

The announcement demonstrates DHX Brands’ determination to grow the live events and attractions sector of its global consumer products business.

In the UK, the company has already granted a license to Paragon Creative for the design and manufacturing of indoor attractions across all three brands in the UK, continental Europe and the Middle East. FieryLight is also licensed for the international Teletubbies stage show.

“For almost 30 years, MEI has been creating experiences for young audiences to interact with brands, starting with non-ticketed mall shows and immersive and interactive experiences, and later building up to theatrical shows,” commented Nick Larkin, Creative Producer at MEI.

“Working with DHX Brands on these three preschool brands means that we can further interact with many young people across Asia and the Middle East.”