The European Licensing Company (ELC) has been appointed the new consumer products licensing agent for DreamWorks Animation in Russia and Eastern Europe.

Starting next month, ELC will rep upcoming DreamWorks Animation properties for merchandise, retail and publishing. These include the theatrical releases of Turbo in July 2013 and How to Train Your Dragon 2 in Summer 2014, ongoing TV series Penguins of Madagascar, Kung Fu Panda: Legends of Awesomeness and DreamWorks Dragons: Riders of Berk and DreamWorks Animation’s franchise properties of Shrek, Kung Fu Panda, Madagascar, How to Train Your Dragon and Puss in Boots.

The agreement comes as DreamWorks continues to position itself as a family entertainment company in the region. ELC currently operates six offices in Bucharest, Budapest, Kiev, Moscow, Prague and Warsaw and is representing licensors like Warner Bros. Consumer Products, New Line, Fox Consumer Products and Cartoon Network.