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Mattel To Produce "Zatch Bell!" Toys

Date: 2005 November 14 09:57

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VIZ Media, LLC announced that they have made a deal with toymaker Mattel to produce toys based on hit anime series "Zatch Bell!".

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VIZ Media, LLC has announced that they have made a deal with toy manufacturer Mattel to produce toys based on "Zatch Bell!", the hit anime series about the unusual friendship between boy genius Kiyo and demon child Zatch Bell as they battle 99 similar pairs to determine the new king of the demon world. This is the latest licensing deal VIZ Media has made for the series, following partnerships with Cartoon Network, which airs the "Zatch Bell!" series on their Toonami block, and Bandai for video games and collectible card games in the past year.

Mattel is the worldwide leader in toy design, manufacture and marketing. It has produced such popular products as the doll lines Barbie and American Girl, the Hot Wheels and Matchbox line of toy cars, the Tyco R/C line of remote control cars, Fisher Price brands such as Little People, Rescue Heroes and Power Wheels, and a wide array of entertainment-inspired toy lines such as Masters of the Universe. VIZ Media believes that their own expertise in Japanese animation and consumer products, combined with Mattel’s ability to produce such toys, will establish "Zatch Bell!" as a leading boys property in the U.S. and Canada.

"We are pleased that Mattel will be launching toys for ‘Zatch Bell!’," said Cynthia Money, vice president of consumer products for VIZ Media. "Mattel has continually impressed us with their insight and ability to capture the story and translate it into a fresh toy line that will appeal to our target audience as well as animation enthusiasts and collectors."

Said Holly Stein, vice president, entertainment licensing for Mattel, "We are excited to be partnering with VIZ Media and are looking forward to extending the ‘Zatch Bell!’ universe with compelling toys. VIZ Media has an impressive track record of bringing great Japanese animation to the U.S. and the products we are developing will be both innovative and relevant to kids, complete with the excitement and intrigue of the TV show."

Few further details have been released following the announcement. It has not known what sort of toys will be announced, though action figures could be expected since the line will be aimed at boys. A release date has also not been released, though a 2006 date could be expected.

Source: VIZ Media, LLC
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