As part of a new agreement with software major Microsoft, the New York based 4Kids Entertainment which identifies, acquires, develops, repositions and markets children's content through all forms of media will serve as the global licensing agent for an upcoming children’s entertainment property.

The property wil be developed by Microsoft Game Studios, which develops games for the Xbox, the Windows operating system and online platforms. The agreement encompasses all broadcast, home video, music and merchandise licensing rights.

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4Kids Entertainment chairman and CEO of Alfred R. Kahn said, "We are thrilled to serve as the partner of choice and act as the vehicle for Microsoft to broaden its appeal among a more mainstream market focussing on children and family entertainment. We are confident our strong track record in developing integrated marketing and merchandising programs designed specifically for kids will enhance the future success of Microsoft Game Studios."
Microsoft director of franchise development Ed Ventura said, “We are excited to explore the opportunities our collective efforts can create when we combine 4Kids’s proven expertise in bringing engaging children’s properties to life with Microsoft’s leadership and knowledge of interactive entertainment.”

In related news 4Kids Entertainment has licensed season four of Teenage Mutant Ninja Turtles to UK channel ITV for broadcast early this year.

4Kids Entertainment executive VP international business Brian Lacey says, “The broadcast of the Teenage Mutant Ninja Turtles on the ITV Network is a key component of our U.K. marketing strategy for this popular children’s entertainment property. As we build our Teenage Mutant Ninja Turtles brand in the UK, the ITV Network provides an exceptional broadcast platform, especially as we ramp up for a new season of production in late 2006 and the Turtles CG movie in 2007.”