Bandai launches first-ever Milo toy line – ToyNews

DeAPlaneta Entertainment has reached an agreement to make Bandai the main toy licensee for animated series Milo. The toy range includes playsets and figures, role-playing games, vehicles, electronic educational toys and soft toys, and will be available for purchase from spring 2023. The deal covers the UK , Ireland, Portugal and Spain, with other countries such as France, Germany and Italy expected to follow.

Nic Aldridge, Managing Director of Bandai UK, said: “We are absolutely delighted to have been named a Master Toy Licensee for Milo. From the moment we saw the animation, it really stood out with its fresh look, bright and bold colors, and super cute graphic style. We immediately felt the series lent itself to having a strong product lineup to support the content.

“When we learned more about the property, we were very impressed with its core values ​​and positive messages about careers. Career role play is a key play model for our preschool target age group, and we’re really excited to develop a product line to further reinforce that “every job is amazing!”.

Ignacio Segura De Lassaletta, CEO of DeAPlaneta Entertainment, said, “Our company is proud to have signed an agreement with Bandai, a leading company in the creation and distribution of toys from well-known and popular international hit productions. Bandai fully understands the unique ethos of the series and we are confident that together we will expand the brand into multiple territories and areas without ever losing any of the core elements.

Milo is a preschool television series produced by Fourth Wall in association with DeAPlaneta Entertainment. It recently won Best Children’s Series 2022 at the prestigious British Animation Awards.

Since launching in the UK on Milkshake! from Channel 5, Milo enjoyed high ratings and is also available on broadcaster My5’s on-demand platform. Since its launch in May 2021, Milo reaches 1 million children between the ages of 4 and 15 and 3.3 million people aged 4 and over in the UK. Globally, Milo reached an average audience of 53,000 children and a share of 17%. Milowhich already has more than 4 million views on its official YouTube channel, will soon expand to new YT channels in other countries.

The series also airs in Poland (MiniMini+), Italy (DeAJunior), Australia (ABCKids), Hungary (MTVA) and Latin America (Cartoonito and HBO Max), and continues its global expansion with an upcoming launch in China (Senyu). This spring, Milo also lands in Finland (YLE), Spain (Clan), Poland (Pulse TV) and the Czech Republic (Česká televise). This fall, the series will also air on free-to-air TV in Italy (Rai Yoyo) and Sweden (SVT).

Milo (52 11′ episodes) features a cute cat who, along with his best friends Lofty and Lark, uses role-playing to explore the wonderful world of vocations – from doctors and mechanics to hairdressers, chefs and postmen – introducing children to preschooler to a variety of occupations in a positive and entertaining way.

DeAPlaneta Entertainment owns and manages the worldwide consumer product rights to the series and works with Lisle Licensing in the UK to establish a strong brand presence and licensing program.

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