The world's largest toy marketer is about to get even bigger. Mattel Inc. is about to enter into a new global licensing deal with the cable channel Cartoon Network to make a variety of new products
like games and puzzles based on the network's shows. The deal covers nearly all original Cartoon Network programming for children ages 6 to 11, as well as the rights to create Cartoon Network-branded
merchandise. Among other shows, the Time Warner-owned Cartoon Network's stable of kids' shows includes the popular "Powerpuff Girls." Under the new deal, Mattel can produce a wide range of
toys--including electronic games and puzzles--for nearly 80 percent of Cartoon Network's original programming. It can also make vehicles, action figures, play sets, role-play board games, and
electronic toys under the Cartoon Network brand as well as toys based on individual shows like "Foster's Home for Imaginary Friends" and "Ed, Edd n Eddy." "Mattel for years has had a strong
relationship with us as an advertiser," said David Levy, president of Turner Entertainment Sales and Marketing, a unit of Time Warner's Turner Broadcasting. "Now we're extending that into consumer
products, which will enhance both companies' portfolios."
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