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Brand management and licensing has a significant impact on brands. The right merchandising can help brands to gain a strong reputation that matches the demand of consumers and preferences of retailers. DHX Media, a provider of children's entertainment content, is one such company that believes in comprehensive licensing and merchandising.

The company recently signed an agreement with UYoung Media Group, appointing the company as its master agent to carry out a comprehensive licensing and merchandising campaign in China for its property “In the Night Garden”.

In the Night Garden, acquired by DHX Media as part of the recent Ragdoll Worldwide Ltd. acquisition, was launched on CCTV in May 2009 and is rated as a top children's television series.

"In the Night Garden is a globally recognized brand that was a key property in our recent Ragdoll Worldwide acquisition,” said Michael Donovan, chief executive officer at DHX Media Ltd. “This hit pre-school series has achieved tremendous commercial success through its broadcasting and licensing programs, and UYoung is well positioned to promote and expand the brand in this territory."

As per the deal, UYoung Media Group will serve as DHX’s master agent until February 28^th, 2019.

Founded in 2000, Uyoung Media is headquartered in Beijing and has been dedicated to building up the cultural and media company in China focusing on the content and brands for both children and families.

"We are delighted to be appointed as the exclusive Chinese agent for In the Night Garden, which has established a loyal and expanding fan base in the local market,” said Debbie Gai, general branding manager at UYoung. “We look forward to working with DHX Media to further the worldwide growth of this magical children's property, continuing to establish it as one of the best-loved preschool brands in China."

In the Night Garden consists of 100 half-hour programs, and is aired in 36 countries and translated into 19 languages. In the U.K., In the Night Garden continues its popularity, consistently on air on Cbeebies (home of the popular BBC’s children’s channels) since its launch in 2007. DHX Media recently renewed the deal ensuring the series will continue to be broadcast on the channel until at least spring 2021.

Magazines and DVDs are also available in this title series. In addition, licensee Shanghai Yingbao has opened a third In the Night Garden edu-tainment center -- innovative centers for educational-play with the adored TV characters for children in Shanghai, China.