Licensees Focus


4 Nov - 2019

Penguin Random House Grupo Editorial books for Spain, Portugal and Andorra

Mondo TV, one of the largest European producers and distributors of animated content, and licensing agent in Italy, Spain and Portugal for the phenomenally successful interactive plush toys Feisty Pets, has announced yet another award for the fast-growing property – this time for books targeted at the Spain, Portugal and Andorra markets.

Starting from Q2 2020, Penguin Random House Grupo Editorial will launch four Feisty Pets books: a look and find book; an official handbook; a quirky quizzes book; and a puzzles and activity book. All will use themes that incorporate the concept that has made Feisty Pets so popular with such a wide age range: cute-featured animals that transform to Feisty Pets with just a squeeze.

The books are aimed at an age range from 8 upwards. They will be available at bookshops, department stores, supermarkets, specialist shops and online.

This is only the start for this incredibly popular property in the publishing category. The agreement with Penguin Random House Grupo Editorial includes the rights to board books; books with kits; books with attachments; chapter books; colouring and activity books; humour books; junior novels; magnet books; pencil puzzle books; pop-up books; readers; soundbooks; storybooks; and touch-and-feel books

The license runs for 18 months, from the start of 2020 to the end of June 2022.

Feisty Pets are interactive plush toys – with a difference. They look cuddly and cute but transform from friendly to ferociously funny when squeezed. In an instant the line’s different characters lose their smiles and pleasant expressions and display fangs, sarcastic grins or funny faces.

This simple but skilfully executed concept has been a massive hit online, in the media and at retail; the line, now totalling some 80 characters, has sold in the millions. The brand already has a global master toy partner (Jazwares) and a master English language publisher (Scholastic). Lifestyle-based consumer products will follow. In Italy the toys are distributed by Giochi Preziosi, with which Mondo has developed a robust retail strategy. The toy launch took place in the 2019 back-to-school period. Publievent is producing Feisty Pets-themed shopping mall events throughout Italy. Karactermania will launch two collections of fashion bags into Spain and Andorra in Q2 2020. An apparel deal is also being targeted.

Penguin Random House Grupo Editorial is the Spanish-language division of the international publishing business Penguin Random House, which publishes thousands of titles annually under 250   imprints.

Valentina La Macchia, Mondo TV Licensing Director, says: “This deal underlines the international success and cross-media appeal of the incredibly popular Feisty Pets brand. I’m looking forward enormously to seeing the fun and mischief of the Feisty Pets brand adapted for books from one of the best, and best-known, publishing houses in the world.”

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