MUMBAI: Toonz Media Group has signed a multi-year global deal with sports marketing and licensing company Baseline, as its exclusive licensing and merchandising partner.

Baseline with its expertise in marketing and licensing will offer sales and marketing support to the company.

Toonz has several cartoon characters of which some are self created and some are acquired from the likes of Walt Disney, Turner, Nickelodeon, Sony, Universal, BBC, Paramount, Marvel and Hallmark. Baseline's prime objective is to promote Toonz Media Group's character in the South Asia region.

Baseline managing director Tuhin Mishra said, "Licensing is a very important vertical of our overall company business. When an opportunity came to join hands with the premier licensing company like Toonz Media Group, we jumped at it as Toonz Media comes with a huge repository of brands that it owns or has acquired over a period of time.We are sure it will be a mutually beneficial partnership in the times to come."

Toonz Media Group CEO P Jayakumar added, "L&M forms an integral part of Toonz Media Group's business strategy. It was indeed a delight to know that Baseline Ventures' vision and ideology were in perfect synchrony with ours. We plan to collaborate with them on all our existing brands and also our new brands in the future. We look forward to a robust and fruitful partnership."