Broadcaster Magazine

DHX Media and Mattel Expand Content Agreement

DHX Media Ltd. has licensed the much-loved children’s publishing property, Rainbow Magic, from Mattel, Inc.  the worldwide leader in the design, manufacture, marketing and content of toys and family products.

The long-term, exclusive, worldwide agreement managed under the Mattel Creations division, covers multiple revenue streams and establishes the framework for DHX to produce and distribute a range of new, multi-platform content inspired by the highly popular property. New content under the agreement would be developed and produced at DHX Studios.

“We are delighted to once again team up with Mattel” said Dana Landry, CEO of DHX Media. “Following on from our recently announced partnership around the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket, this newRainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies.Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand’s extensive publishing program, and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide.”

Catherine Balsam-Schwaber, Chief Content Officer of Mattel Creations, a centralized theatrical, television and digital content center at Mattel said, “In our mission to accelerate and maximize content creation and distribution for the vast portfolio of Mattel brands, today marks another great step towards our goal of expansion and we’re pleased to grow our relationship with DHX even further.”

Rainbow Magic is a much-loved publishing property that has captured the attention of young readers around the world since 2022. With hundreds of titles published to date, Rainbow Magic has reached millions of readers worldwide in more than 30 languages.Rainbow Magic follows the exciting adventures of two young girls, Rachel and Kirsty, and their magical friends in Fairyland. Rainbow Magic is currently published by Orchard and Scholastic in Europe and the USA respectively.

Under the terms of the deal, both partners look to collaborate together with DHX granted the exclusive worldwide right to develop and produce new content for Rainbow Magic, while Mattel will oversee global brand management and global toy rights. DHX and Mattel will also work together to mutually approve consumer product licensing activities for the Rainbow Magic brand for territories in which DHX has a consumer products presence.

DHX’s license of Rainbow Magic follows on the previously announced long-term global partnership between DHX and Mattel to produce and distribute original content inspired by the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket.