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Mattel takes a spin with 'RollBots'

By Staff -- Playthings, 9/4/2007 7:54:00 AM

OTTAWA—Amberwood Entertainment has entered into an agreement with Mattel to develop toys and other products based on RollBots, a Canadian-import animated series launching next year.

Twenty-six half hour episodes of the series, for kids ages 6 to 11, are currently in production. Commissioned by Canada's YTV, a division of Corus Entertainment, RollBots stars robots that roll at extreme speeds on rollercoaster type tracks through Flip City, a community that contains 11 different tribes of bots. The show is scheduled to debut in fall 2008 with product to follow.

"We are pleased to have entered into this agreement with Mattel. It demonstrates the appeal of the property and will certainly have a positive effect on the brand," said Jonathan Wiseman, vice president of sales and acquisitions at Amberwood.

Holly Stein, vice president, licensing ascquisitions for Mattel Brands added, "We are looking forward to working with Amberwood Entertainment on this new and unique television property. Rollbots has many of the necessary characteristics to become a great new entry in the kids market and our partnership brings us the opportunity to work together to create engaging and innovative products that bring the property's unique features and storylines to life."
 
Founded in 1997, Amberwood Entertainment is a full service production company specializing in animation. The company creates, finances, produces, and distributes children’s and family programming for the global market, including a broad network of licensees, some of which are Teletoon, Family Channel, CBC, BBC, YTV/Treehouse, Radio-Canada, TFO, Porchlight Entertainment, France 5, United Films Group, RMP Licensing, Cattleya, MediaSet, RTI, TSR, TVB, KIKA and YLE.

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