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Toonz Animation to exploit Gummy Bear IP

MUMBAI: Toonz Entertainment-owned animation studio Toonz Animation has signed a major deal with Gummybear International, the owner of the globally-recognised Gummy Bear IP, to extend the brand into entertainment and merchandising.

The companies have won a commission from YouTube to produce a series based on the character comprising 39×7 episodes.

The series will be produced out of Toonz’s studio in India. Plans are afoot to expand Gummy Bear’s presence online and in consumer products and exploit the brand in the television and feature film space.

Gummy Bear, which is known as Gummibar in its native Hungary, is an internet phenomenon. The dancing and singing bear has grown into a YouTube multi-channel Gummy Bear network with over 5.2 billion video views and over 1.5 million subscribers in total.

Toonz Media Group CEO P. Jayakumar said, “With its considerable online fan base, this property has all the ingredients to be a success far beyond its current online presence. The commission by YouTube for a series of dedicated episodes is the first step in our plans to help build Gummy Bear into a 360-degree brand encompassing traditional broadcast, feature films and licensed merchandise.”

Gummybear International president Jurgen Korduletsch commented, “We’re excited to have found in Toonz an enthusiastic and motivated partner for the further development of our Gummy Bear. We’re looking forward to working with a company that clearly shares our vision to introduce our YouTube star to an even bigger audience by creating new content for traditional media platforms.”