Plus Licens is proud to now represent Giochi Preziosi for merchandising, promotional and publishing rights to Gormiti in the Nordic and Eastern European countries. The tiny toy that has become the fastest growing boys brand in Europe and the hottest new action figure line in the US, Gormiti is a phenomenon among boys, an â?¬250 million toy business with more than 100 million pieces sold and over 100% annual growth over the past two years in Europe. In addition to the original toy lines, the Gormiti property now also comprises publishing and merchandising products, and a new animated television series of 52 x 26' episodes has also been developed.

The original Gormiti toys are 3D mini figurines and action figures of fantasy characters, each packed with a card that provides the profile and personality of the character. The property is developed by Italian toy powerhouse Giochi Preziosi and was launched in Italy in 2005. Since then, Gormiti's international success story has grown to make it
- the #1 SKU toy brand in the UK
- the #1 SKU in values and units in Scandinavia and Spain
- the #1 SKU in units in Germany and France
- the #1 boys brand in action figures in Greece
(source NPD Data Full year 2008).

Says Eva Brannstrom, Executive Vice President at Plus Licens: "Gormiti is among those properties that have managed to grow directly into the heart of their target group through their own imaginative power and collectibility element, initially without support from television and publishing. Weâ??re happy to add the Gormiti brand to our portfolio and look forward to working with Giochi Preziosi and Gormiti throughout our territories."

The toys have already been launched in various parts of Plus Licens territories. The toy lines comprise more than 350 characters with six individual styleguides reflecting the different toy lines.

The stunning success of the original toys has proceeded into other product categories in the toy market as well as in the general merchandising and promotional market. A Gormiti magazine is published in Italy since spring 2006 and will be launched in France and Germany in the first half of 2009, with ongoing negotations for subsequent launches in the UK, Spain and Greece in fall 2009/early 2010. The publishing program also comprises hardcover collectible books, puzzle books, comic books and DVD titles that can be used as covermounts. Major global video game partner will soon be announced.