LONDON Biscuits Bhd has signed an agreement with The Walt Disney Co (Hong Kong) for the rights to use cartoon characters for its confectionery packaging.
London Biscuits managing director Datuk Liew Yew Ching said with the agreement, the company would be able to distribute its “more attractive” products with cartoon characters to the Hong Kong market.
The company has been a Disney licensee since 2003 and had, in March this year, extended the licensing to use the Disney packaging in Malaysia and Singapore for another two years.
“This allows the company to further expand its market in the former British colony, which is one of our main export destinations,’’ Liew said in a statement.
A signing ceremony was held in Hong Kong on Tuesday between London Biscuits and an official of Walt Disney Co (Asia-Pacific) Ltd.
Liew said the company also wanted to take advantage of the enthusiasm which Hong Kong Disneyland is generating ahead of its opening this September.
The Disney packaging is used on the company’s cake and corn products under the Yummies brand range and would be available in Hong Kong next month.
The characters on the confectionery packets are Mickey Mouse, Minnie Mouse, Donald Duck and Winnie the Pooh.