Staying true to its recently announced content creation partnership with Mattel, DHX Media has acquired exclusive worldwide content rights to popular children’s publishing property Rainbow Magic.

The long-term agreement, which will be managed under Mattel Creations, will enable DHX Studios to develop and produce new multi-platform content based on the Rainbow Magic property. Mattel will oversee the IP’s global brand management and global toy rights.

The deal is an expansion of DHX’s existing relationship with Mattel Creations, which is the toyco’s newly centralized theatrical, television and digital content division.

Mattel will also work alongside DHX to secure consumer product licensing deals in territories where DHX already has a consumer products presence.

Launched in 2003, Rainbow Magic follows the adventures of two young girls, Rachel and Kristy, and their magical fairy friends.

The property’s hundreds of book titles, which are ghostwritten by various authors under the collective pseudonym Daisy Meadows, have collectively sold millions of copies worldwide and have been translated into more than 30 languages. 

Orchard and Scholastic are the brand’s current publishers in Europe and the U.S,, respectively.

From Kidscreen