ITV Studios Global Entertainment has struck a new deal with Trade Mark Collections that will see the production of Matt Hatter Chronicles branded bags and fashion accessories.
The Platinum Films popular boys property will appear on a vast collection of backpacks, rucksacks, gym and trainer bags, PVC bags, holdalls, wheeled luggage, wallets, purses and umbrellas.
The branded range – aimed at the core five to ten year old fan base – will launch in spring 2014 through a number of major High Street stores, gift shops and supermarkets.
The collection will also be available online.
Mark Hilson, director of Trade Mark Collections, said: "We are known for fresh and bright designs that appeal to the younger consumer and Matt Hatter is a perfect fit.
"The show’s signature characters and images are exciting, memorable, fun and of course very popular.
"We are delighted to have the chance to bring Matt Hatter to the Trade Mark Collections range."
Trade Mark joins an expanding portfolio of licensees for the brand that includes Penguin, Titan, Topps, TDP Aykroyd, Character World, Pedigree and VMC.
Matt Hatter chronicles has so far sold in to 77 countries and the show reached an audience of 3.5 million in the UK from January to April this year alone.
Trudi Hayward, SVP head of global merchandising, ITVS GE, said: "With Matt Hatter now firmly established as essential viewing for so many children, this licensing programme really is moving into another dimension.
"The exciting and inspirational images offered by the extensive Matt Hatter style guide combined with Trade Mark’s own high quality output will make this range a must-have for the fast-growing army of Matt Hatter Chronicle fans."
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