MUMBAI: Kids Media India (KMI), a subsidiary of Dubai-based Spacetoon Media Group, has entered into partnership with Paws, based in Indiana, USA, to represent licensing, advertising, and publishing rights for the popular cartoon character Garfield.

The rights also include friends of Garfield - Odie, Jon, Liz, Arlene, Pooky and Nermal.

Kids Media India, engaged in the business of children‘s television programming and licensing of cartoon characters, will support Paws to secure licensing, advertising and publishing deals across territories in India, Afghanistan, Bangladesh, Bhutan, Maldives, Nepal, Pakistan, and Sri Lanka

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Speaking on the alliance, Kids Media India MD and CEO Rajiv Sangari said "We are delighted to be associated with Garfield. I am confident that using our expertise, we will be able to help Paws reach out to a wider client base across all sections for its licensees."

For the advertising rights, Garfield has been promoting products and services through print and audiovisual media uses (including radio, television, and motion pictures), packaging materials, point-of-sale displays, and premium items. For licensing rights, opportunities are open for toys, games, clothing, novelties, household items, paper products, sporting goods and others.

Paws senior VP licensing Jill Davis said, "Garfield has been a very popular cartoon character that has transcended geographical boundaries and has reached the hearts of millions of people. I am very pleased to join hands with Kids Media who, with their expertise, will help us reach a new audience and make Garfield even more popular in India and its neighboring countries."

KMI has licensing and merchandising deals with Rajasthan Royals, Marvel Entertainment

International and WWE for the Indian market.