CANNES — Walt Disney Co has struck a licensing deal with East Media Holdings Int’l to sell toys, apparel and other consumer goods in Indochina.

Deal sets EMHI as the Mouse’s official and exclusive partner in Vietnam, Cambodia and Laos. Company, which was founded four years ago by Allen Wu and Able Kwan and is registered in the U.S., is expected to establish and manage series of sub-licenses ranging from publishing to food, beverages, apparel, school- and party-goods.

Rapidly-modernizing Vietnam is a key target for Disney expansion and EMHI follows deal in April between Buena Vista International and MegaStar Joint Venture Company Limited (“MegaStar”) to release Disney and Touchstone movies in country’s new hardtop circuit.

Disney Channel and Playhouse Disney have aired since 2005. In January the company also launched Jetix, a new high energy action/adventure kids’ brand.

EMHI agreement was signed by Doug Miller, executive vice president and managing director, Walt Disney International, Asia Pacific and Ken Chaplin, vice president, Disney Consumer Products, TWDC, Asia Pacific, Emerging Markets, Retail Sales and Marketing and Wu, EMHI’s CEO.