Corus Entertainment’s Nelvana is celebrating the 40th publishing anniversary of the beloved preschool brand “Max & Ruby” with several new licensing partnerships that will lead into 2020.
Starting this fall, Nelvana has partnered with Cracker Barrel for an exclusive US retail launch of “Max & Ruby” branded plush, apparel and sleepwear across its 650 stores. Nelvana has also signed on several new licensing partners, including Aurora (master plush partner), Chouette (publishing), Picture This (apparel), Prime Party (party goods), Happy Threads (apparel), and Jellifish (sleepwear). In addition, the company secured a partnership with Braums in the US for a “Max & Ruby” QSR program that will roll out in January 2020.
“It’s a momentous year for ‘Max & Ruby’ as the brand reaches its 40th anniversary milestone,” said Mellany Masterson, Head of Nelvana Enterprises. “Since its launch, the esteemed series captured the hearts and minds of preschoolers by helping children learn and understand the universal nature of sibling relationships through play. We’re excited to welcome our amazing new partners to the ‘Max & Ruby’ family and look forward to the brand’s next 40 years!”.
Nelvana, in collaboration with its Korean licensing agent Asiana Licensing Inc., has also brought on Eplis Co to represent and create “Max & Ruby” stationary items in Korea.
Further to its expanded licensing efforts, Nelvana is celebrating “Max & Ruby’s” anniversary through multiple consumer-facing initiatives, including the launch of custom-print apparel on Teespring earlier this year, a special Toddler Tuesday with Max & Ruby at Mall of America this November 26, 2019, as well as a sweepstakes to be announced later this year on the “Max & Ruby’s” Facebook page.
Based on one of the most popular book series for preschoolers by award-winning author and illustrator, Rosemary Wells, “Max & Ruby” follows the hilarious, entertaining and mischievous adventures of siblings Max and his older sister Ruby. The series’ seventh season recently launched on Treehouse in Canada and Nick Jr in the US and has garnered over 593 million views on YouTube worldwide.
Since its launch, the esteemed series captured the hearts and minds of preschoolers by helping children learn and understand the universal nature of sibling relationships through play” Mellany Masterson Head of Nelvana Enterprises