Giftmaker Russ Berrie and Company, Inc. has announced the signing of a multi-year licensing agreement with DreamWorks Animation L.L.C. to bring the excitement of the studio’s next computer-animated motion picture, Madagascar, to specialty retailers and to grocery and drug mass market retailers.

In summer 2005, the studio that created Shrek, Shrek 2, and Shark Tale will release Madagascar, a comedy starring four civilized Central Park Zoo animals who have spent their entire lives in blissful captivity. But when they are unexpectedly sent to Africa and get shipwrecked on the exotic island of Madagascar, these native New Yorkers must learn to survive and soon discover that it’s truly a jungle out there.

Andy Gatto, president and CEO of the Oakland, N.J-based global gift company, said the film’s leading characters – a lion, zebra, giraffe, and hippo – are a natural fit for one of the industry’s leading designers and distributors of plush toys.

Over our 40-year history, the RUSS brand has been enormously popular because of the quality and value we stitch into every teddy bear and plush animal, Gatto said. We're looking forward to working with the creative team at DreamWorks Animation to bring to market huggable versions of the movie characters who captivate us on the big screen.

In addition to plush toys, RUSS will also produce a variety of Madagascar products in other gift categories, including plush key chains and backpack danglers, hand puppets, picture frames, figurines and mugs.

According to Anne Globe, Head of Marketing and Promotions for Consumer Products, DreamWorks Animation L.L.C., We are pleased to have RUSS on board as a licensee for Madagascar. Their expertise in the gift and collectible category will enable them to translate the characters of Madagascar into wonderful keepsake merchandise.

Source: Russ.com