DHX, Mattel team for new Bob, Fireman Sam

DHX Media and Mattel are joining forces to make new multiplatform content based on the classic Bob the Builder, Fireman Sam, Little People and Polly Pocket properties.

Canada-based producer, distributor and channel operator DHX and toy company Mattel will co-fund and co-develop new long- and shortform content based on the above-mentioned brands.

The resulting content will be aimed at digital platforms, the partners said.

DHX Distribution will sell the new content internationally and Mattel will handle licensing and merchandising. DHX will also sell the existing TV episodes of the properties.

The deal comes a week after DHX and DreamWorks struck a long-term programming agreement.

Catherine Balsam-Schwaber, chief content officer of Mattel, said: “As a recognised leader in kids and family entertainment, DHX is ideally suited to help us maximise content creation and distribution across multiple channels and geographies.

“Importantly, this relationship also creates the potential for future content, licensing and franchise development collaborations between Mattel and DHX.”

“The partnership plays extremely well to our complementary strengths – global content creation and distribution for DHX, and brand management and development for Mattel – and creates an amazing opportunity to amplify these celebrated Mattel franchises throughout the world,” said Dana Landry, CEO of DHX.