MUMBAI: Consumer products and entertainment agent DIC Entertainment which is the worldwide licensing agent for fast food major McDonald’s has signed a licensing deal for the McDonald’s McKids line in Asia with Cornerstone Group’s China Retail Management (CRM).

CRM will work with DIC and McDonald’s to develop the retail consumer product line for Asia, excluding Japan and India. It will design, produce, market and distribute McDonald’s McKids product lines that support McDonald’s “balanced, active lifestyles” brand strategy.

DIC chairman and CEO Andy Heyward says, "This agreement signifies a substantial step in our relationship with McDonald’s as their global consumer products and entertainment brand manager. The consumer retail market in Asia continues to flourish, and we anticipate strong interest in the new McKids line of active play toys, videos and apparel, as well as tremendous growth and success in this territory. Our deal with CRM also demonstrates DIC’s growing success in expanding its brand management skills beyond its traditional markets, and we expect this area to be an increasingly important part of our business going forward.”

CRM also distributes licensed product for Disney, Warner Bros. and exclusively operates Coca-Cola stores in China.