HALIFAX, May 19 /CNW/ - DHX Media (TSX: DHX), a leading international producer and distributor of mainly children's television programming and interactive content, is pleased to announce that has appointed Character Options as the master toy licensee for the U.K. for DHX Media's Rastamouse preschool property.  Commercial terms for the deal include an upfront minimum guarantee payment to DHX Media and a royalty on toy sales in the U.K. DHX Media is the worldwide television and licensing agent for Rastamouse.

The deal includes the rights to develop new products in plush, figures and play-sets, with further products in development.  The first line of plush products will be available in October 2011. Rastamouse joins Character's prestigious list of properties for younger children which include, 'Peppa Pig', 'Bob The Builder' and 'Fireman Sam'.

Rastamouse is not just popular with children under six; the reggae-loving, crime-fighting, special agent and his friends Scratchy and Zoomer - Da Easy Crew -have achieved cult status. Following the launch of the series in the U.K. on CBeebies in January 2011, the show has risen to the CBeebies's top 5 animated programmes while Youtube clips of the action are receiving hundreds of thousands of hits.

Fans will be able to have their own plush version of Da Easy Crew with the new range which accurately portrays the characters exactly as they are seen in the show.  Plush will swiftly be followed by a plastic collection of both figures and playsets, whilst more development is already in the pipeline.

"Character Options is a leader in children's licensing and the right partner for us to launch a collection of toys for Rastamouse and its fans," said Michael Polis, President, W!LDBRAIN Entertainment and EVP, Branded Entertainment and Consumer Products, DHX Media.  "The Rastamouse storylines are full of rich content which will add to the growing list of ways the fans can enjoy Da Easy Crew and their adventures."

About Rastamouse
Rastamouse, the animated music series based on the critically acclaimed books by Genevieve Webster and Michael De Souza, launched on CBeebies in January 2011 and has since engaged a following of preschoolers and parents alike.  The series features Rastamouse, Scratchy and Zoomer of Da Easy Crew, the mystery-solving, reggae-playing band who live by their motto "redemption, not retribution."  A Rastamouse Company Production for CBeebies Rastamouse is produced by Greg Boardman and Eugenio Perez of Three Stones Media, in association with Dinamo Productions, Little Roots and DHX Media, who handles worldwide TV sales (excluding the UK) and worldwide licensing and merchandising.  The production is supported by the Wales Creative IP Fund.  Visit www.rastamouse.com.  Follow us on Twitter @rastamouse_irie.

About Character Options

Character Options is the principal trading subsidiary of The Character Group, designers, developers and international distributor of toys, games and giftware.
The business was founded in 1991 and, in 2003, the Group made a strategic decision to increase the development of its own products. Today, around 70% of all products marketed by the Group are developed in-house. A major benefit of this strategy has been the opening of international markets, with Character's products now being sold in over 30 countries worldwide.
The Character Group operates mainly in the United Kingdom and China and has offices in New Malden, Surrey, Oldham, Lancashire, as well as in Hong Kong and Shenzhen, China. It employs around 160 people worldwide.
The Group is quoted on the London Stock Exchange, Ticker: AIM:CCT

About DHX Media Ltd.
DHX Media Ltd. is a leading international producer and distributor of television programming and interactive content with an emphasis on children, family and youth markets. DHX Media Ltd. shares are listed on the TSX, the Toronto Stock Exchange.  DHX Media has offices in Toronto, Halifax, Vancouver and Los Angeles and has a growing library of over 2,300 half-hours of mostly children's and youth-oriented properties from own and third party producers. Live action series include That's So Weird and How to Be Indie alongside animated series such as Animal Mechanicals, Franny's Feet, Kid vs Kat, dirtgirlworld, and new preschool show Rastamouse.

This press release contains forward looking statements with respect to the Company. 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 risks related to market factors, customer contract interpretation, application of accounting policies and principles, and production related risks, and other factors discussed in materials filed with applicable securities regulatory authorities from time to time including matters discussed under "Risk Factors" in the Company's short form prospectus dated April 9, 2010 and in the Company's Amended Annual Information Form incorporated by reference therein. 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.


For further information:


DHX Media Ltd.
David A. Regan - EVP, Corporate Development & IR   +1 902-423-0260

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