Edell steps in as president-COO

A correction was made to this article on June 14, 2006

Jeffrey Edell has been tapped prexy-chief operating officer of DIC Entertainment, the company behind global kids shows “Trollz” and “Strawberry Shortcake.”

The appointment was unveiled Tuesday by DIC chairman-CEO Andy Heyward, to whom he reports.

Edell replaces Brad Brooks, who is returning to investment banking at Imperial Capital. Brooks was asked to continue as a consultant to DIC’s senior management in finance and strategy assessment.

In his new role. Edell will manage DIC’s operating units worldwide, including consumer products, television and home entertainment. The company’s creative division will continue to report directly to Heyward.

Most recently, Edell was prexy-CEO of MFC Development Corp., a direct-response company focused on health, beauty, fitness and home consumer products. Previously, he was chairman of Intermix Media, an owner of online businesses and the former majority owner of MySpace. He was involved in the transition from the NASDAQ to the Amex before the sale of MySpace to News Corp. last year.

In other news, DIC has acquired the privately owned, pan-Euro licensing agency Copyright Promotions (CPLG).

Deal marks L.A.-based DIC’s first purchase of an international entity and extends its reach into the U.K., France, Germany, Italy, Spain, Portugal and the Netherlands.

That agreement was unveiled Monday by Heyward and Copyright Promotions CEO Kirk Bloomgarden. No pricetag was available for the value of the deal.

CPLG will continue to operate from its London headquarters as a stand-alone agency under Bloomgarden. No post-transaction changes are anticipated to CPLG’s scope or client list.

Thirty-year-old CPLG reps the licensing rights of companies operating in the entertainment and sports industries, including DreamWorks Animation, MGM, Marvel, Sony, Fox, and Viacom.

“I have worked directly with Kirk and his team in their capacity as our European licensing agency for DIC’s brands, including ‘Strawberry Shortcake,’ ‘Classic Trolls’ and now McDonald’s, and we know firsthand the level of professionalism and execution they will bring to DIC,” Heyward said.

Move by DIC is part of the company’s strategy of managing family-friendly brands from development through to global distribution and merchandising.

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