DHX Media and Iconix forge deal to grow Strawberry Shortcake brand

Content, distribution and licensing agreements signed on much-loved girls' brand

HALIFAX, May 17, 2016 /CNW/ - DHX Media ("DHX" or the "Company") (NASDAQ: DHXM; TSX: DHX.A, DHX.B), the world's leading independent, pure-play kids content company, and Iconix Brand Group ("Iconix") (NASDAQ: ICON), have entered into a long-term agreement to co-develop and co-produce a new animated series based on the iconic entertainment toy brand, Strawberry Shortcake. The new content will be produced and globally distributed by DHX Media. Iconix will handle worldwide merchandising and licensing for the brand, with DHX's international licensing agency, CPLG, holding first right of negotiation to represent the brand in certain territories. Iconix and DHX will both participate on all revenue streams related to this agreement

(Photo: http://photos.prnewswire.com/prnh/20160516/368414)

In an additional deal, DHX also becomes the exclusive, global distributor for the Strawberry Shortcake back catalogue, adding 108 half-hours to the 8 half-hours of Strawberry Shortcake content already in the DHX distribution library.

Dana Landry, Chief Executive Officer of DHX, stated: "This agreement to grow Strawberry Shortcake continues our strategy of partnering on world-leading brands to generate new, high-quality content for distribution around the world, and to participate in consumer product offerings for such properties. We are excited to collaborate with Iconix Brand Group to leverage our animation expertise, distribution reach and merchandising and licensing capabilities to drive new global growth for this perennial girls' brand."

John Haugh, CEO and President, Iconix Brand Group, said: "We acquired Strawberry Shortcake because of its universal appeal and tremendous potential. A key pillar of our global strategy for growth has been the development of new content. We are thrilled to be partnering with DHX. With their proven track record of developing strong animated children's entertainment, we look forward to providing Strawberry's original fans, who are now moms, with new ways to share the popular brand with their children."

Under the terms of the deal, DHX and Iconix will jointly finance, co-develop and co-produce at least 39 new half-hour episodes of Strawberry Shortcake, with the option for additional episodes. All episodes will be produced by DHX Studios, and DHX will be the exclusive worldwide distributor of this new content across all media, with the possibility to extend for additional seasons. Iconix will maintain ownership of copyrights and all intellectual property.

About Strawberry Shortcake
Since her creation in 1980, Strawberry Shortcake has grown and evolved in the kids' entertainment space. Re-launched in 2010 with the premiere of her new CGI-animated TV series Strawberry Shortcake's Berry Bitty Adventures, Strawberry Shortcake is a favorite of multiple generations. Strawberry Shortcake dolls continue to be a popular item in the toy aisle, and still own their iconic scent. The moms who loved her in the '80s can now share her with their daughters through a strong content program that includes a deal with Netflix, DVDs, international YouTube channels, and popular apps that boast over 110 million downloads. With an international presence reaching markets all around the world, from Brazil to France to Turkey, Strawberry Shortcake is truly a global property.

About DHX Media
DHX Media Ltd. (www.dhxmedia.com) is the world's leading independent, pure-play kids' content company. Owner of the world's largest independent library of kids' and family content, at more than 11,500 half-hours, DHX Media is recognized globally for such brands as Teletubbies, Yo Gabba Gabba!, Caillou, In the Night Garden, Inspector Gadget, Make It Pop, Slugterra and the multiple award-winning Degrassi franchise. DHX Media is comprised of four main business units: DHX Studios creates high-quality original entertainment at its Vancouver and Halifax animation studios, its Toronto live-action studio, and in working with top international producers; DHX Distribution is a major provider of content to the global market; DHX Television, home to the Family suite of channels, is dedicated to delivering best-in-class programming to Canadian families; and DHX Brands specializes in creating, building and managing high-profile global entertainment brands within the children's and young-adult markets. DHX Media also owns the full-service international licensing agency, Copyright Promotions Licensing Group Ltd. (CPLG), which represents numerous entertainment, sport and design brands. DHX Media has offices in 15 cities worldwide, including Toronto, Vancouver, Halifax, Los Angeles, London, Paris, Barcelona, Milan, Munich, Amsterdam and Beijing. The Company is listed on the NASDAQ Global Select Market under the ticker symbol DHXM, and on the Toronto Stock Exchange under the ticker symbols DHX.A and DHX.B.

About Iconix Brand Group, Inc.
Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including: CANDIE'S (R), BONGO (R),JOE BOXER (R), RAMPAGE (R), MUDD (R), MOSSIMO (R), LONDON FOG (R), OCEAN PACIFIC (R), DANSKIN (R), ROCAWEAR (R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R), WAVERLY (R), ZOO YORK (R), SHARPER IMAGE (R), UMBRO (R), LEE COOPER (R), ECKO UNLTD. (R), MARC ECKO (R), ARTFUL DODGER and STRAWBERRY SHORTCAKE (R). In addition, Iconix owns interests in the MATERIAL GIRL (R), PEANUTS (R), ED HARDY (R), TRUTH OR DARE (R), MODERN AMUSEMENT (R), BUFFALO (R), NICK GRAHAM (R) and PONY (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments, Iconix manages its brands to drive greater consumer awareness and equity.

Disclaimer
This press release contains forward looking statements with respect to DHX Media including the completion of production, the timing of a television series debut and the ability of the Company to place the series in other territories. Although the Company believes that the expectations reflected in such forward looking statements are reasonable, such statements involve risks and uncertainties and are based on information currently available to the Company. Actual results may differ materially from those expressed or implied by such forward-looking statements. Factors that could cause actual results or events to differ materially from current expectations, among other things, include risk factors discussed in materials filed with applicable securities regulatory authorities from time to time including matters discussed under "Risk Factors" in the Company's most recent Annual Information Form and annual Management Discussion and Analysis, which form part of the Company's registration statement on Form 40-F filed with the United States Securities and Exchange Commission. These forward-looking statements are made as of the date hereof, and the Company assumes no obligation to update or revise them to reflect new events or circumstances, except as required by law.

SOURCE DHX Media Ltd.

Image with caption: "DHX Media and Iconix Brand Group announce a long-term agreement to co-develop and co-produce a new animated series based on the iconic entertainment toy brand, Strawberry Shortcake. For more than 35 years, Strawberry Shortcake has been a beloved girls’ brand. The original Strawberry Shortcake is shown here. (CNW Group/DHX Media Ltd.)". Image available at: http://photos.newswire.ca/images/download/20160517_C2415_PHOTO_EN_692102.jpg

Investor Relations: Nancy Chan-Palmateer - Director, Investor Relations, DHX Media Ltd. [email protected], [phone]; Financial Media: Shaun Smith - Director, Corporate Communications, DHX Media Ltd., [email protected], [phone]; Trade Media: Aimee Norman at DDA Blueprint PR, [email protected], [phone]