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MJTV branches out into L&M

French indie producer Moi j’aime la television (MJTV) is launching an in-house licensing and merchandizing division.

The company has appointed Alexandre Mayaud as consultant and said it wants to push its brands into music and book publishing, video games and toys.

Mayaud runs the Alternative Branding agency and will initially focus his efforts on developing the off-screen potential of MJTV’s kids series Genie in the House.

The live-action series is coproduced by MJTV and Helion Pictures and airs on Nick in the UK and Canal J in France.