MUMBAI: India-based Toonz Animation has signed a major deal with Gummybear International Inc, which will see the two companies extend the Gummy Bear IP into entertainment and merchandising. Additionally, YouTube has commissioned an initial 39 x 7’ episodes series, which Toonz will produce from its studio in India.

Plans are also afoot to expand Gummy Bear’s presence online and in consumer products and exploit the brand in the television and feature film space.

Gummy Bear (originally Gummibär in its native Hungary) is an internet phenomenon. The dancing and singing bear has grown into a YouTube multi-channel Gummy Bear network with over 5.2 billion video views and over 1.5 million subscribers in total. His multi-lingual abilities have led to a huge international following with his music released in over 40 different countries and in over 27 different languages. The original Single “I Am A Gummy Bear (The Gummy Bear Song}” was a Top 10 Hit in many major markets and reached No.1 on the Itunes Dance Charts in the USA, where it reached double platinum status.

Toonz Media Group CEO P Jayakumar said, “With its considerable online fan base, this property has all the ingredients to be a success far beyond its current online presence. The commission by YouTube for a series of dedicated episodes is the first step in our plans to help build Gummy Bear into a 360° brand encompassing traditional broadcast, feature films and licensed merchandise.”

Gummybear International Inc president Jurgen Korduletsch added, “We’re excited to have found in Toonz an enthusiastic and motivated partner for the further development of our Gummy Bear. We’re looking forward to working with a company that clearly shares our vision to introduce our YouTube star to an even bigger audience by creating new content for traditional media platforms.”