DHX Ramps Up Live Events Slate

Millennium Entertainment International is on board to create a series of costumed character appearances, mall activations and more for the company’s flagship preschool brands.

GLOBAL–DHX Brands and Millennium Entertainment International have joined forces to develop a series of non-ticketed live events for “Teletubbies,” “In the Night Garden” and “Twirlywoos” in South East Asia and the Middle East.

Under the terms of the new deal, MEI will develop and manage all 20-minute shows, mall activations and costumed character appearances for the three brands in regions including Hong Kong, Indonesia, Malaysia, Singapore, Philippines, Turkey, United Arab Emirates, Qatar, Bahrain, Kuwait, Egypt, Oman and Saudi Arabia.

The agreement also emphasizes DHX’s commitment to growing the live events and attractions segment of its global consumer products business. Previously appointed licensees in the category include Paragon Creative for branded indoor attractions in the U.K., Europe and the Middle East, as well as FieryLight for an international, “Teletubbies”-themed stage show.

“Strong live events are essential to building and growing a relevant consumer-facing presence with the preschool demographic,” says Danielle Tanton, live events and attractions manager, DHX Brands. “DHX Brands’ colorful, iconic characters always draw a buzzing crowd when they appear, and we are very pleased to be adding to the offering with MEI for these territories. With their decades-long track record of expertise in live events, MEI is a superb addition to the roster of leading licensees we’ve teamed with around the world to continue growing our brands.”

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