To kick off a quarter-century anniversary, 4Kids Entertainment International is launching a Shell-ebration for its reptilian heroes, locking in new licensees for the property across Europe.

New partners on board include J.L. Fontes for flip flops, slippers, clogs and umbrellas (Portugal), New York Zero for apparel Italy, Passion Secret for boys boxer shorts, underwear and t-shirts (Spain), Zorluteks Tekstil for bedding (Turkey), Rubies Masquerade for children’s Halloween costumes (selected European territories including Russia and South Africa) and Paxos for back to school products (Greece, Cyprus and Malta). Licensing deals have also been inked in Israel with Shoshi Zohar for children’s Halloween costumes and Mitos Novelties for apparel and footwear.

Other anniversary activities include the launch of TMNT25.com, a new interactive site that looks at the property’s past, along with exclusive content and will also highlight celebratory events set to take place through the year.