Teshkeel appoints Media Licensing as representative in Spain, Portugal and Andorra

Mendia Licensing will oversee all sales, retail, merchandising and marketing of THE 99 in Iberian Europe, important territories that have terrific potential for growth for THE 99 brand.

The appointment of Mendia Licensing is the latest step in Teshkeel's continuing international expansion plans for THE 99 property in 2008. Teshkeel has recently begun a new round of development of the THE 99 property in publishing, online, animation and other categories and announcements regarding further European expansion are expected in the near future.

Mendia Licensing will build relationships with Spanish and Portuguese licensees and develop new categories and products throughout the Iberian territories. Mendia Licensing will work closely with licensees on product development, positioning, and rollout strategies for various different merchandise categories. Mendia Licensing will also work with local retailers to ensure successful promotion of THE 99 franchise.

"Sofia Noguera and her team at Mendia Licensing have a terrific level of knowledge and experience working in the Iberian territories. They have helped popularize classic brands like Felix the Cat and Route 66 in the region. Now, they will use that experience to leverage marketing and licensing efforts for our "new classic", THE 99. I'm sure that working with them will greatly expand both brand awareness for the 99 and the size of our business in these territories," said Dr. Naif Al-Mutawa, CEO of Teshkeel Media Group, KSC.

"The Mendia team are very excited about working with a property like THE 99," said Sofia Noguera, President Mendia Licensing. "THE 99 characters are exciting and appealing to kids across the world but Spain shares a special bond with this story. Our unique historical ties to Islamic culture make the Iberian territories a natural market for this unique property. We believe that we will achieve tremendous success by continuing to build on the strength of these characters with innovative, brand-building licenses and merchandising programs."