Izzy Vies For Space On Toy Shelves

Step aside, Barney and Simba. Izzy the Atlanta Olympic mascot is about to invade toy shelves.

Los Angeles-based Equity Marketing Inc. said Wednesday it has signed a licensing deal to design, manufacture and distribute to mass-market retailers a line of plush and figurine products based on the blue, computer-generated character.

Financial terms of the deal were not disclosed.

“The 1996 Olympic Games have the potential to be the best marketed, most heavily merchandised Olympic Games in history, and therefore represent a significant opportunity for Equity Marketing,” said Donald A. Kurz, the company’s president.

A limited selection of Izzy toys have been available in the Atlanta area for some time. Equity Marketing said it would begin shipping the products nationwide late this year.