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Fremantlemedia’s ‘Danger Mouse’ scores in Australia, New Zealand

MUMBAI: Television format creator and distributor Fremantlemedia has announced that its Kids & Family’s (FMK) new, rebooted series of ‘Danger Mouse’ is causing a stir in Australia and New Zealand with a successful screen debut and a host of licensing and retail activity.

The animated series, starring iconic British Secret Agent Danger Mouse, burst back onto UK screens in September 2015, 34 years after its original debut. The series made its debut in Australia on ABC3 in February, supported by a PR and marketing campaign, and in New Zealand on TV Four in January, marking the first time that TV Four had featured children’s programming in peak airtime.

In toys, distribution partners have been signed with Banter Toys & Collectibles picking up the reins in Australia, with a partner for New Zealand to be announced imminently. They will launch the innovative toy range developed by master toy licensee Jazwares later in the year.

In publishing, Penguin Random House has secured the publishing rights for both Australia and New Zealand, while Roadshow has snapped up the DVD rights for both territories with a new release, ‘Mission Improbable’ set to launch in May.

With partners signed across the lead launch categories, FremantleMedia Kids & Family has already received interest from partners for secondary categories.

Meanwhile, Danger Mouse Classic, targeted at fans of the original series, is also available for adult licensing opportunities, with Australia Post set to release a stamp pack in April, and Empire Apparel signed for outerwear.

Fremantlemedia Australia director consumer products Liz Burnett said, “We are absolutely thrilled with the reception our uniquely British hero has received from Australian and New Zealand audiences. We’re confident that the blend of action, humour and gadgetry is going to translate perfectly to the licensing market and allow Danger Mouse to really stand out from other boys’ properties.”

Combining energy, storytelling, comedy and visuals, the new rebooted series also features voice talent like Alexander Armstrong (in the title role), Stephen Fry and Lena Headey.