ITV Studios Global Entertainment (ITVS GE) has appointed licensing agent Huawen Century (HC) to build the success of ITV Studios’ hit boys action series Thunderbirds Are Go in China.

The agency will work to develop a strong consumer products programme that will support the launch of the TV series, airing on CCTV from May 2017. HC will also act as the Master Toy partner in the market, bringing to life the series in a range of exciting products including playsets, action figures and the iconic Thunderbirds craft.

HC is already a key partner of Pukeko Pictures (Co-Producers of Thunderbirds Are Go), Riki Group (Russia) and Viacom (US), as well as working with Weta Workshop. Thunderbirds Are Go has already been sold into over 40 markets, across all continents. The global licensing programme for the show already has over 85 licensees covering all key categories.

We are extremely excited to be working with the team at Huawen Century to build a strong licensing programme in China for Thunderbirds Are Go . It’s a brand new market for the ITVS GE Kids team and we can’t wait to see the results of this partnership and the vision that HC has set out for the brand come to life”, says Trudi Hayward, SVP Head of Global Merchandise, ITVS GE.

Jeff Wen, General Manager at HC says “Thunderbirds Are Go is such an amazing brand full of fascinating plots and positive values. We are extremely excited to present this brand to Chinese families by combining content with product experience. The team at HC highly values its partnership with ITVS GE and looks forward to the possibility of further collaborations in the future. We are fully convinced that through our resources and determination to protect and build the brand, Thunderbirds Are Go will be a hit in China.