Brandgenuity to Rep 'Carmen Sandiego'

The licensing agency will also create licensing programs for the classic Carmen Sandiego brand and “Oregon Trail.”

Houghton Mifflin Harcourt, a global learning company and publishing house, has appointed Brandgenuity to build a licensing program for the upcoming “Carmen Sandiego” series reboot on Netflix.

The new licensing program will initially focus on brand extensions including toys, games, apparel, accessories, back-to-school, social expressions and more.

Brandgenuity has also signed on to build a licensing program for the classic “Carmen Sandiego” brand, as well as the computer game “Oregon Trail,” with first products scheduled for holiday 2017.

“‘Carmen Sandiego is a one-of-a-kind property and we are thrilled to be part of rebooting the brand,” says Jay Asher, partner, Brandgenuity. “We look forward to building a broad licensing program with fun, action-packed, educational products that will excite a new generation.”

Carmen Sandiego initially starred in more than 20 computer games and a TV series, which aired for several years on PBS. Earlier this year, Netflix commissioned 20 episodes of a new animated series, which will feature Gina Rodriguez as the voice of the red-coated, fedora-wearing super thief. The rebooted series is slated to air on Netflix in 2019.

 “Carmen is a globetrotting action hero. Young, super cool, and super stylish, she pulls off the world’s most ingenious heists,” says Caroline Fraser, senior vice president, trade publishing, Houghton Mifflin Harcourt. “Carmen Sandiego makes it cool to be smart. That is what our licensed products will do as well. We want to give a new generation an opportunity to connect with this unique brand.”

Brandgenuity will also be at Booth #J122 at Licensing Expo, May 23-25, in Las Vegas, Nev.

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