NEWS
TOTAL LICENSING
NICKELODEON LAUNCH VIVA PINATA
4Kids International’s new entertainment property, Viva Piñata, its, was launched on Nick-
elodeon UK’s dedicated cartoon channel, NickToons on March 5th. The show is now
broadcast in NickToons prime slot at 4.30pm on weekdays and at weekends at 9.30am.
Nickelodeon has commissioned 52 episodes of the 30 minute toon. Viva Piñata is a
high-energy, mass-appeal entertainment property that showcases a cast of colourful, wild-
roaming piñata animals.
As well as the show, the Viva Piñata world includes an immer-
sive video game developed by Rare Ltd. exclusively for
the Xbox 360 video game and entertainment system. This
will enable gamers to create and customise piñata-filled
adventures in their own evolving world.NickToons will also support the
programme with a comprehensive and interactive web page within www.nicktoons.
co.uk. The series has also been picked up by Nickelodeon in Benelux, Spain and
Andorra and Australia and New Zealand and by MTV3 Finland, France 3, Noga
Communications in Israel and NRK in Norway. A home video deal has been agreed with
UCOI in Israel.The first Viva Piñata licensing deal – with Beltex for bedding and home furnishings in Benelux, Germany
and Nordic – has just been signed. Negotiations are being finalised for toys, confectionery, partywear, toiletries, col-
lectibles, homewares, apparel and stationery.
Says Stephen Gould, SVP UK licensing, retail and promotions at 4Kids International; “Viva Piñata is just one of the
exciting things happening at 4Kids International this year. We look forward to continually developing stronger licensing
programmes for our brands and expanding these programmes into new markets.”
DIC DEBUTS NEW SERIES
MARVEL ANNOUNCES
AT MIP-TV 2007
HEALTHY FOOD LICENSE
DIC and American Greetings will co-produce Sushi
Iconic Marvel characters such as Spider-Man, The Incredible
Pack, the series which will be devel-
Hulk, The Thing, Mr Fantastic, Wolverine and others have been
oped into a comprehensive consumer
licensed for a range of vitamins, smoothies and fruit bars from
products program.
bio-synergy.
Sushi Pack consists of five brave, bizarre,
Says Marvel International President Simon Philips: “We appreci-
smart, and active pre-adolescents who
ate the concerns of parents over what their children eat and
just happen to be five pieces of Sushi!
we are very keen to offer a choice to our customers.” The
These pint-sized superheroes came to
healthy food lines come about as a consequence of bio-synergy
life through a series of extraordinary
conducting research with over 3,000 children aged 4-12. Their
events involving a lightening bolt strik-
goal was to understand the importance of providing healthy and
ing a cellular phone tower at the same
nutritious food options for children to help fight against the
second a customer is sending a text
increasing prevalence of childhood obesity. Marvel Heroes fruit
from a sushi bar, shorting the ‘zap’ and
bars have no artificial flavours, colourings, or preservatives, while
jolting five pieces of sushi into life.
each 250ml serving of bio-synergy Marvel Heroes Smoothies
DREAMWORKS TO
combine crushed fruit and concentrate to ensure one serving of
fruit per day. Marvel Hero vitamins and omega 3&6 are designed
MAKE TINTIN MOVIE to help alleviate any dietary deficiencies and improve a child’s
Oscar-winning director Steven Spielberg’s company ability to concentrate whether at school or play. The vitamins
Dreamworks is set to bring classic character Tintin are suitable for vegans and are free from artificial colours, pre-
to the big screen. The film giant has reportedly com- servatives, colourings and salt. The Marvel Heroes ranges are
mitted to making at least one film featuring the aimed at children between the ages of 5 and 11 and have been
intrepid Belgian boy reporter, although it has not sold to Morrison’s, Sainsburys and Holland & Barrett.
yet been decided which of the 24 comic books will Simon Philips says Marvel has taken the lead in using the fact
be adapted for the project. Nick Rodwell, head of that children look up to their characters to encourage responsi-
Herge Studios which was set up by Tintin creator bility. “The traditional view of foods using licensed characters is
George Remis in 1950, confirms the company will that they are high in salt and sugar,” says Philips. “We hope that
go into pre-production on a film scheduled for re- the equity of these world-famous Marvel Heroes will provide a
lease in 2009. He says, “If movie number one works, healthy alternative.”
we will continue.” Tintin first appeared in a Belgian Philips also hints that the bio-synergy deal is the first of many as
children’s newspaper in 1929. It went on to become Marvel aims to not only take a presence in this sector but also
a comic book series and an animated TV show. grow the market.
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