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Cartoon Network names Mattel master toy licensee

NEW YORK — Cartoon Network, whose programs include "Powerpuff Girls," has signed a worldwide licensing deal with Mattel, the world's largest toy maker, to produce action figures, puzzles and other toys tied to its children's TV shows.

Cartoon Network Enterprises, the consumer products division of the cable TV network, said the multiyear agreement covers original programming for the 6-to-11-year-old group and the rights to produce Cartoon Network branded products. It also gives Mattel a first-look option on newly created original series and programming.

"We've always had a very strong relationship with Mattel as an advertiser and now we are extending that into consumer products," said David Levy, president of Turner Entertainment Sales and Marketing, part of Turner Broadcasting.

Time Warner owns Turner Broadcasting, which owns Cartoon Network as well as TNT, TBS and CNN.

Sara Rosales, a spokeswoman at Mattel, described the deal as a "fabulous opportunity to create these fabulous characters" based on the Cartoon Network brand.

Mattel has licensing deals with Viacom's Nickelodeon and such movies studios as Warner Bros. and Disney-Pixar.

Mattel will release in 2007 the first batch of toys under the licensing pact, which will be based on one of Cartoon Network's most successful series "Foster's Home for Imaginary Friends." Products for "Ed, Edd n Eddy," "Camp Lazlo" and "The Grim Adventures of Bill & Mandy" will also make their debut next year.

The El Segundo, Calif.-based Mattel makes Barbie dolls, Fisher-Price toys and Hot Wheels and Matchbox cars. Sales of Barbie dolls fell 8 percent in the first quarter ended March 31.

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