Mattel Takes Toy Rights for Mia and Me
Mattel has partnered with the Italian entertainment company Rainbow to create a toy line for the new girl’s property Mia and Me.
The 26x23-minute series was developed and co-produced by Lucky Punch, Rainbow, March Entertainment and ZDF. Aimed at girls 5 to 8. In addition to Mattel, a licensing program for the property is already under way with international partners such as Panini, Unilever Germany, Belltex, Clementoni, Schmidt Spiele and Egmont. The consumer products will start rolling out this summer. Mia and Me follows 12-year-old Mia struggling to fit in at her new school in real life, while getting caught up in adventures in the animated fantasy world of Centopia, a mystical place populated by unicorns, elves and dragons.