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"Maisy" is the latest mouse to grow out of children's literature into her own TV series and licensed properties.

Since February, the bold toddler-aged Maisy has been starring in her own animated TV show on Nickelodeon's Nick Jr., under the careful guidance of Elisa Feeney, VP-licensing of Copyrights America.

Ms. Feeney, 37, has expanded "Maisy" into licensed merchandising opportunities including apparel, accessories, backpacks and a wider range of toys beyond plush, puzzles and games.

The book-TV combination has proved to be a powerful sales hook, with TV exposure leading to increasing licensing interest and activity.

"But not everyone who wants to license 'Maisy' is right for 'Maisy,' " says Ms. Feeney.

"Maisy" is an animated mouse with human features depicted in bold and bright colors. The Nickelodeon program blends entertainment with education and focuses on content certain to appeal to toddlers, whether it's learning to count or twirling in a ballerina costume.

"Maisy" does very well in specialty book and toy stores, and mass merchandising "is something 'Maisy' will have to grow into," she says.

That growth spurt will begin this summer, when Maisy will experience her first large-scale promotional campaign via a tie-in to Subway restaurants, as well as the unveiling of a Maisy boutique at FAO Schwarz on New York's Fifth Avenue. Next spring, Maisy apparel will move into mass distribution. Publicis & Hal

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