US based Dentsu Entertainment has entered into a multi territory partnership with Namco Bandai for the distribution of toy robots across the America. Apart from this, Namco Bandai has also signed another license agreement with TV TOKYO for the sale of toys in the European region.
DENTSU ENTERTAINMENT USA, INC. TOY PARTNER Toy Partner Announced for LBX(TM). (PRNewsFoto/Dentsu Entertainment USA, Inc.)
The toys are based on a popular Japanese television animated series called the Little Battlers eXperience (LBX). The show was aired on TV TOKYO. As the program is becoming more and more popular Dentsu Entertainment intends to adapt the show throughout the US. The toy products from Bandai are expected to debut in Americas by 2013. Bandai and TV TOKYO plan to launch the toy and broadcast the animation program around the same time in Europe too.
According to the agreement, Bandai America will develop a new toy line based on the LBX series intended for the purpose of mass distribution. The LBX series however will be modified by Dentsu Entertainment and TV TOKYO according to their respective territories. The new toy line will include role play, figures, action model kits and vehicles.
Dentsu Entertainment is a wholly owned subsidiary of Dentsu and specialises in developing original animation programmes and media content for companies across the world. Bandai America specialises in producing manufacturing toys for children. Its present line includes Power Rangers, Ben10, Pocoyo and ThunderCats.