NEWS
TOTAL LICENSING
JETIX UK UNMASKS HEROES MARKETING
CAMPAIGN INITIATIVES
Jetix UK has unveiled its nationwide ‘TV for Heroes’ advertising campaign and the TV channel has also
announced a sponsorship deal with The Scout Association, also employing the heroes theme.
A two-week outdoor campaign was launched at the end of March, targeting kids and parents. The cam-
paign will employ four ‘heros’ – Spider-Man, Teenage Mutant Ninja Turtles, Power Rangers Mystic Force
and Yin Yang Yo! accompanied by the tagline ‘TV for Heroes.’
The campaign will extend to a sponsorship deal with The Scout Association targeting 6-8 year olds
through its youngest section, the Beaver Scouts. Jetix UK will become the first ever kids channel to
sponsor the Beaver Scout Imagination Badge to encourage a potential 120,000 Beaver Scouts to interact
with the Jetix brand through activity based challenges.
Allan Stenhouse, Marketing Director, Jetix UK says: “This heroes campaign successfully targets our key
audiences of kids as well as their parents through a creative concept that reflects both our programming
and brand values. For kids, heroes are synonymous with special powers, fantasy worlds and strength and
for parents, heroes are role models.”
Simon Carter, Assistant Director Marketing and Communications, The Scout Association says: “Scouting
has always been about young people having adventures. It’s great that this brand partnership is based
around four ‘heroes’ that have daily adventures. The fit between the brands is spot on.”
4KIDS LAUNCH PROMOTIONS IN AUSTRALIA AND NZ
4Kids in Australia are working on a number of key releases and promotions. The Teenage Mutant Ninja Turtles Movie
was released in Australia (29
th
March) and New Zealand (30
th
March) amongst a host of retail promotions. Target had
two competitions in place, a movie voucher competition and a colouring-in competition, Meyers ran a gift with pur-
chase promotion and a catalogue. Big W and Kmart also ran catalogue promotions.
The Turtles are a strong property with a steady long-term focus for 4Kids and this recent movie
will breathe new life into the property which is already proving to be very popular in the region.
Another strong property and area of focus for the group is Cabbage Patch Kids which is enjoying
a renewed partnership with Funtastic and new ranges of dolls being produced.
Other areas of focus for 4Kids Australia at present include Viva Pinata, YuGiOh!GX and Chaotic.
In Australia, Viva Pinata launched in March and video games were launched at the end of last year
in the region. YuGiOh!GX’s continued success is demonstrated by a new television series.
Chaotic, the brand based on trading cards is gearing up to launch a new level in Australia and New
Zealand.
Sandra Vauthier-Cellier, Head of International at 4Kids commented: “Australia and New Zealand is a very important
market for us and a very active one. We are working very closely with agents to ensure that we have successful mar-
keting programs in place.”
NEW LINE CINEMA ANNOUNCE TWO NEW FILM PROJECTS
New Line Cinema has announced two new film projects for 2008, Inkheart and Journey 3-D.
A modern update of Jules Verne’s classic novel, Journey to the Center of the Earth, Journey 3-D stars Brendan Fraser (Crash,
The Mummy) as a science professor whose untraditional hypotheses have made him the laughing stock of the
academic community. However, on an expedition in Iceland, he and his nephew (played by Josh Hutcherson),
stumble upon a major discovery that launches them on an adventure. As their journey takes them deep beneath
the Earth’s surface, they travel through never-before-seen worlds and encounter a variety of unusual creatures.
Journey 3-D marks the directorial debut of Academy Award-winning visual effects veteran Eric Brevig and
features a production team whose members have worked on such films as The Lord of the Rings franchise,
Star Wars: Episode One, and The Day After Tomorrow. Journey 3-D is scheduled for an August 2008 release.
Identity Games has signed on to create an adventure-based collaborative board game with DVD component
and video game publisher THQ has signed on to create video game software for Journey 3-D.
Inkheart, scheduled for release in March 2008 is an adaptation of the novel from Cornelia Funke, one of Time
magazine’s ‘100 Most Influential People.’ The fantasy novel has already achieved literary success with 3 million
copies in print worldwide including over 750,000 copies in the UK and Germany. In the US, with over 1 mil-
lion copies in print, the book has been on The New York Times bestseller list for 37 weeks, noted as a USA
Today bestseller, an ALA Notable Book and is currently a Publishers Weekly ‘Best Children’s Book.’ Kosmos
has signed on to create 3 Board Games based on books in Trilogy (one for each). In Germany, Austria, and
Switzerland, Card and Board Games are also being developed and there is also a book game in the works
due out 6 months before movie.
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