(April 29, 2003 – Burbank, CA) – Warner Bros. Consumer Products today announced an agreement with Cris Morena, the creator of “Rebelde Way,” and Licensing Dynamics International (LDI), the company’s licensing agent in Israel, to be the worldwide licensing agent (excluding Israel) for Argentina’s sensational television property. LDI recently acquired a major holding in Yair Dori Communications, the executive producer and financier of “Rebelde Way.” Through its acquisition, LDI now holds, together with Cris Morena Group SA, the global rights to the television show for production, distribution and merchandising. Through the deal with LDI, Warner Bros. Consumer Products was granted exclusive merchandising rights for the television show. Additionally, they have received all worldwide promotional rights, including the use of the likeness of all of the cast members. Music rights and certain products or categories previously licensed are not included in the agreement. In Israel, the licensing, merchandising and promotional rights for the program remain with LDI. “Rebelde Way,” a recent teenage hit on Argentine television, has been airing on Channel 9 in Argentina since April 2002. Appealing to youth with its blend of music, extravagant lifestyle and relationships, the show’s ratings have jumped from 5% to 17%. The second season launched this month in Argentina with a total of 180 episodes and airs primetime Monday through Friday. The first season comprised of 139 episodes. This year, the show is set to air in several countries throughout the world including Chile, Honduras, Nicaragua, Peru and Romania, among others. The show has already begun airing in Israel and will be produced in a special format in the United States, Spain, Brazil and Mexico. Warner Bros. Consumer Products will launch a consumer products program beginning with key licensees in Argentina to coincide with the show’s second season. “We are looking forward to working closely with Cris Morena and LDI on this new property,” said Mark Matheny, Executive Vice President, International, Warner Bros. Consumer Products. “The phenomenon of ‘Rebelde Way’ has grown tremendously throughout Argentina. We are thrilled to take the reigns of licensing this hot television property and are confident that our program in Argentina will be extremely successful and very well received. The strong foundation we’ve built in Argentina has created a formula for success that will rollout in other key markets.” Cris Morena commented, “We are so excited to have Warner Bros. Consumer Products as the show’s worldwide licensing agent.” “With their expertise in developing and licensing entertainment-based merchandise, we are certain ‘Rebelde Way’ will become a long-term successful commercial brand.” The upcoming “Rebelde Way” product line from licensees throughout Argentina including Editorial Atlantida, Kemini A.A., V Y R S.A., SMLG S.R.L., Ed. Manos Unidas S.A. (Maucci), and Kirplastic S.A., will consist of the following items: apparel, 2003 agendas, cosmetics, binders, stickers, magazines, key chains and more. Promotional partners for “Rebelde Way” include Garbarino. “We have a long-standing relationship with Warner Bros. Consumer Products as its licensing agent in Israel and this agreement represents the beginning of a new direction in LDI’s international expansion plans,” said Simon Philips, Founder/Partner and CEO of LDI. “Since our expertise is focused on the Middle East and Warner Bros. Consumer Products has a truly global presence, we want to move our relationship with them to a new level. We believe that ‘Rebelde Way’ will be very well represented by such a successful worldwide licensing company.” “Rebelde Way” is a one-hour live-action show that takes place in an elite boarding school in Argentina and follows the lives of four teenagers and their relationships. The message of the show is that everyone has to find his or her own way in life. The show’s main characters are all from the hugely popular Latin show “Chiquititas.” Products previously created that are based on the television property have done extremely well at retail. A music CD, which has sold only in Argentina was very successful in the first month it debuted. Also, a live show produced by the show’s creator, Cris Morena and Yair Dori International, sold a record-breaking number of tickets in just two days. In addition, a global sticker album and trading card deal has launched on behalf of the property and is set to become one of the hottest series ever in Argentina. Warner Bros. Consumer Products is a division of Warner Bros. Entertainment Company, and is one of the leading licensing and retail merchandising organizations in the world. The LDI Group is owned by Simon Philips, the founder and CEO of the company together with Mapal Communications Ltd. and Granite Ha Carmel Ltd.
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