Targeted to girls ages 5 to 10, the brand has already seen success in Germany where it is the No. 1 licensed toy brand and the No. 1 kids magazine, according to the NPD Group. An animated TV series is also in the works for early 2014.
The Filly magazine is currently available in 13 countries across Europe, and a marketing campaign with master toy partner the Simba Dickie Group will support the program worldwide.
“The partnership with BRB represents a new era for Dracco, and we are thrilled to bring the Filly brand experience to new markets, new licensees and new platforms,” says Jacob Andersen, managing director, Dracco. “Our commitment to the “Filly” animated series, in conjunction with BRB and Screen 21, creates new opportunities in Spain, Portugal and worldwide for the much-loved Filly brand.”