FremantleMedia Kids & Family’s (FMK) new, rebooted series of the retro classic Danger Mouse is causing a stir in Australia and New Zealand with a successful screen debut and a host of licensing and retail activity.
The animated series, starring iconic British Secret Agent Danger Mouse, burst back onto UK screens in September 2015, 34 years after its original debut, and was an instant ratings and critical success. The series made its debut in Australia on ABC3 in February, supported by a high profile PR and marketing campaign, and in New Zealand on TV Four in January, marking the first time that TV Four had featured children’s programming in peak airtime.
In toys, distribution partners have been signed with Banter Toys & Collectibles picking up the reins in Australia, with a partner for New Zealand to be announced imminently. They will launch the innovative toy range developed by master toy licensee Jazwares later in the year.
In publishing, Penguin Random House has secured the publishing rights for both Australia and New Zealand, while Roadshow has snapped up the DVD rights for both territories with a new release, Mission Improbable, set to launch in May.
With best-in-class partners signed across the lead launch categories; FremantleMedia Kids & Family has already received interest from partners for secondary categories.
Meanwhile Danger Mouse Classic, targeted at fans of the original series, is also available for adult licensing opportunities, with Australia Post set to release a stamp pack in April, and Empire Apparel signed for outerwear.
Liz Burnett, Director Consumer Products, FremantleMedia Australia said: “We are absolutely thrilled with the reception our uniquely British hero has received from Australian and New Zealand audiences. We’re confident that the blend of action, humour and gadgetry is going to translate perfectly to the licensing market and allow Danger Mouse to really stand out from other boys’ properties.”
Combining high energy, top class storytelling, surreal comedy and brilliant visuals, the new rebooted series also features an incredible array of voice talent. The star-studded cast features the likes of Alexander Armstrong (in the title role), Stephen Fry, Lena Headey (Game of Thrones), Richard Ayoade (The IT Crowd) and John Oliver as well as Kevin Eldon as Danger Mouse’s sidekick Penfold.
Commissioned by Controller of CBBC, Cheryl Taylor, the co-production with FremantleMedia Kids & Family is being animated by Boulder Media, with Sarah Muller executive producer for CBBC, and Bob Higgins and Chapman Maddox executive producers for FremantleMedia Kids & Family. FMK owns the global TV and licensing rights to the series.