• by Steve McClellan , July 22, 2013

Dentsu Entertainment USA, a unit of the Tokyo-based ad giant Dentsu, is teaming with Nelvana Enterprises and Fuel Entertainment to create a new children's TV animated series called “Chub City.”

The series is based on a line of toy cars that are sold at retail and have also been featured in national ads for kid’s meal promotions including spots for Burger King and Taco Bell.

The licensing rights are held by Dentsu, which is working with Nelvana and Fuel to develop and produce the show around the toy line. It is billed as an “animated action comedy,” and would feature teens, souped-up cars, rallies and the quest for a powerful hidden energy source.

Dentsu, Nelvana and Fuel are also on a quest for broadcasters and advertisers to air and sponsor the new show.

Yuma Sakata, president and CEO, Dentsu Entertainment, stated that the Chub City program concept exemplifies the firm’s approach to children’s entertainment -- “teaming up with companies who excel at development and have great vision to reimagine the brand.”

Dentsu Entertainment is based in Santa Monica, CA. Other recent projects include “Deltora Quest,” an animated series airing in multiple markets around the world that is based on a fantasy adventure book series of the same name.

The company also developed “Monsuno,” a cartoon series also based on a toy line that is currently airing on Nickelodeon.