Target scoops Monster’s Punky

UK-based Target Entertainment has acquired distribution rights to Irish kids’ toon Punky (20×7′), about a fun-loving girl with Down syndrome.

Metrodome-owned Target has picked up global rights to the series, from Dublin’s Monster Animation, and will launch it to buyers at Mipcom this October.

Target CEO Alison Rayson, whose own son has Down syndrome, has pledged half of all international sales to Down Syndrome Education International, which campaigns for inclusion at schools for children affected by the condition.

“There are still countries however where a child with Down Syndrome or any disability is marginalised and mistreated and that’s just not acceptable,” she said. “Our imperative with Punky then is not just a commercial one for Target, but also a charitable one.”

Punky launched on Irish pubcaster RTE last year as part of a rebrand of its children’s morning blocks. It comes from Monster boss Gerard O’Rouke and Lindsay Sedgwick and claims to be the first ever toon featuring a lead character with Down syndrome.

“Target Entertainment and in particular Alison Rayson fully understand how important a series like this can be and we know they will communicate this message to all broadcast mediums worldwide,” said O’Rourke.