Fisher-Price gets into some monkey business with Saban Brands

NEW YORK — Saban Brands that Fisher-Price Inc., a subsidiary of Mattel, will be the global master toy licensee for the company's newly announced Julius Jr. property. Julius Jr. is an animated preschool series slated to launch on Nick Jr. in 2013, and is inspired by the Paul Frank family of characters and its iconic monkey, Julius. Fisher-Price plans to produce a full range of products including playsets, plush, role play toys and more for the global marketplace.

"As we introduce audiences everywhere to this new entertainment property, based on the well-known Paul Frank brand and its characters, it is exciting to partner with a true leader in the toy industry, and a company that knows preschool brands better than anyone," said Elie Dekel, president of Saban Brands. "We are confident this exciting partnership with Fisher-Price will help us take the Julius Jr. brand in innovative directions."

"We're thrilled to be a part of this exciting new platform for the Paul Frank brand of characters that will delight preschoolers and parents alike," said Susie Lecker, SVP marketing Fisher-Price Friends. "When preschoolers tune into the new Julius Jr. series, they will instinctively want to expand these adventures through play. Our product offerings will ignite children's imaginations so they can create their own magical Julius Jr. adventures at home."


Julius Jr. is an a