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Business Week


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Business Week, Oct 18, 2004 i3904 p12

WILL YOUR KIDS' FAVORITE DVD BE AN AD? (Brief Article) David Kiley.

Full Text: COPYRIGHT 2004 The McGraw-Hill Companies, Inc.

Byline: David Kiley; Edited by Ira Sager

Think there's too much product placement in TV and movies, especially aimed at kids? Well, this fall, brand names won't just be sprinkled into show -- they'll be the show. More toymakers are going Hollywood with their own direct-to-video animated full-length feature films.

Mattel's Barbie is the queen of the genre, having turned out three films in as many years, each grossing about $35 million, plus more than $200 million in sales of related items for each film. But Barbie isn't the only toy that's ready for a closeup. Hasbro 's G.I. Joe, LEGO's Bionicle, American Greetings' Care Bears, and Hit Entertainment's Bob the Builder will all have feature films out this fall.

Toymakers see feature films as the next step from TV and short-story video -- and critical to establishing fresh stories and characters on which to base new toys. Besides, as a media buy, it's hard to beat your own feature film for kids. Children, especially preschoolers, watch their favorite DVDs more than 100 times. Talk about media saturation.

 
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 Business Week, Oct 18, 2004
Business Week, Oct 18, 2004 View other articles in this issue other articles in this issue

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