DHX Media and Mattel Creations Expand Relationship With Rainbow Magic™ Agreement

DHX to drive growth with new, original content based on highly popular Mattel children's publishing property

HALIFAX, April 19, 2016 /CNW/ - DHX Media Ltd. ("DHX" or the "Company") (NASDAQ: DHXM; TSX: DHX.A, DHX.B), the world's leading independent, pure-play kids content company, has licensed the much-loved children's publishing property, Rainbow Magic, from Mattel, Inc. ("Mattel") (NASDAQ: MAT), the worldwide leader in the design, manufacture, marketing and content of toys and family products.

The long-term, exclusive, worldwide agreement managed under the Mattel Creations division, covers multiple revenue streams and establishes the framework for DHX to produce and distribute a range of new, multi-platform content inspired by the highly popular property. New content under the agreement would be developed and produced at DHX Studios.

"We are delighted to once again team up with Mattel" said Dana Landry, CEO of DHX Media. "Following on from our recently announced partnership around the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket, this new Rainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies. Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand's extensive publishing program, and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide."

Catherine Balsam-Schwaber, Chief Content Officer of Mattel Creations, a centralized theatrical, television and digital content center at Mattel said, "In our mission to accelerate and maximize content creation and distribution for the vast portfolio of Mattel brands, today marks another great step towards our goal of expansion and we're pleased to grow our relationship with DHX even further."

Rainbow Magic is a much-loved publishing property that has captured the attention of young readers around the world since 2003. With hundreds of titles published to date, Rainbow Magic has reached millions of readers worldwide in more than 30 languages. Rainbow Magic follows the exciting adventures of two young girls, Rachel and Kirsty, and their magical friends in Fairyland. Rainbow Magic is currently published by Orchard and Scholastic in Europe and the USA respectively. 

Under the terms of the deal, both partners look to collaborate together with DHX granted the exclusive worldwide right to develop and produce new content for Rainbow Magic, while Mattel will oversee global brand management and global toy rights. DHX and Mattel will also work together to mutually approve consumer product licensing activities for the Rainbow Magic brand for territories in which DHX has a consumer products presence.

DHX's license of Rainbow Magic follows on the previously announced long-term global partnership between DHX and Mattel to produce and distribute original content inspired by the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket.

About DHX Media
DHX Media Ltd. (www.dhxmedia.com) is a key player internationally in the production, distribution, broadcast and licensing of entertainment content for children and families. Owner of the world's largest independent library of kids' and family content, at more than 11,500 half-hours, DHX Media is recognized globally for such brands as Teletubbies, Yo Gabba Gabba!, Caillou, In the Night Garden, Inspector Gadget, Make It Pop, Slugterra and the multiple award-winning Degrassi franchise. DHX Media is comprised of four main business units: DHX Studios creates high-quality original entertainment at its Vancouver and Halifax animation studios, its Toronto live-action studio, and in working with top international producers; DHX Distribution is a major provider of content to the global market; DHX Television, home to the Family suite of channels, is dedicated to delivering best-in-class programming to Canadian families; and DHX Brands specializes in creating, building and managing high-profile global entertainment brands within the children's and young-adult markets. DHX Media also owns the full-service international licensing agency, Copyright Promotions Licensing Group Ltd. (CPLG), which represents numerous entertainment, sport and design brands. DHX Media has offices in 15 cities worldwide, including Toronto, Vancouver, Halifax, Los Angeles, London, Paris, Barcelona, Milan, Munich, Amsterdam and Beijing. The Company is listed on the NASDAQ Global Select Market under the ticker symbol DHXM, and on the Toronto Stock Exchange under the ticker symbols DHX.A and DHX.B.

About Mattel
The Mattel family of companies (NASDAQ: MAT) is a worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends®, Fisher-Price® brands and MEGA® Brands, as well as a wide array of entertainment-inspired toy lines. In 2014, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ approximately 31,000 people in 40 countries and territories and sell products in more than 150 nations. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel.

Disclaimer       
This press release contains forward looking statements with respect to DHX including the development, production, and distribution of new content, the potential growth of the Rainbow Magic brand, the business strategies of DHX, and the future operating activities and performance of DHX. Although the Company believes that the expectations reflected in such forward looking statements are reasonable, such statements involve risks and uncertainties and are based on information currently available to the Company. Actual results may differ materially from those expressed or implied by such forward-looking statements. Factors that could cause actual results or events to differ materially from current expectations, among other things, include risk factors discussed in materials filed with applicable securities regulatory authorities from time to time including matters discussed under "Risk Factors" in the Company's most recent Annual Information Form and annual Management Discussion and Analysis, which form part of the Company's registration statement on Form 40-F filed with the United States Securities and Exchange Commission. These forward-looking statements are made as of the date hereof, and the Company assumes no obligation to update or revise them to reflect new events or circumstances, except as required by law.

SOURCE DHX Media Ltd.

Image with caption: "DHX Media and Mattel Creations are teaming up to create new content and toys on beloved Mattel children's publishing property, Rainbow Magic (CNW Group/DHX Media Ltd.)". Image available at: http://photos.newswire.ca/images/download/20160419_C6862_PHOTO_EN_669872.jpg

Photo - http://photos.prnewswire.com/prnh/20160419/MM76108



For further information: DHX Media: Investor relations: Nancy Chan-Palmateer - Director, Investor Relations, DHX Media Ltd., nancy.chanpalmateer@dhxmedia.com, +1 416-977-7358; Financial Media: Shaun Smith - Director, Corporate Communications, DHX Media Ltd., shaun.smith@dhxmedia.com, +1 416-977-7230; Trade Media: Aimee Norman at DDA Blueprint PR, aimee@ddablueprint.com, +44 (0) 20 8985 4708; Mattel: Amarilis Whitty, Global PR Manager, Amarilis.Whitty@mattel.com, +44 (0) 2075542518

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