NEWS
TOTAL LICENSING
NEW SPEED RACER DEALS LAZYTOWN AND
Ahead of the launch of the new animated series, Speed Racer Enterprises signed a
WALMART
number of new licenses. The series, Speed Racer: The Next Generation began airing
on Nicktoons in May.
Wal-Mart de Mexico and LazyTown
Bendon Publishing International have signed to produce activity books, workbooks,
took a proactive position recently
flash cards, reward stickers, educational kits, board books, story books and activity
in addressing the rising epidemic
kits for both Speed Racer brands. Product will begin to roll-out this year. In addition,
of childhood obesity by signing
Cadaco has signed for Crayon Paper coloring sets, Creata-Clings, gel sticker making
a framework agreement on a
sets, electronic & non-electronic board games, as
strategic alliance. The Wal-Mart
well as outdoor toys including the Wheel Racer.
de Mexico - LazyTown Alliance
Further licensees include Awesome Toys for vehicles,
is a multi-year, all-encompassing
action figures, novelty pens, handheld games and
activation strategy including a full
sunglasses and Attraction Media and Entertainment
range of healthy products, ideas and
for simulation ride films for theme parks. The films
solutions for parents, campaigns,
will go into production in the next few months and
community events and targeted
will be available for worldwide distribution shortly
promotions, the first of which will
thereafter.
launch later this year.
“With the resurgence of classic television properties
The collaboration is aimed at
and the numerous additions to our roster of
delivering healthy lifestyle solutions
licensees for both programs, Speed Racer has rapidly
to Mexico’s children and families
taken its place among the entertainment industry’s
since the issue of children’s health
leading evergreen brands,” said James Rocknowski,
and wellness is becoming pressing.
President, Speed Racer Enterprises.
The result will provide parents a
Speed Racer made its original debut in 1967 in Japan and was dubbed into English
single destination along with access
and syndicated nationally on television.
to simple solutions to raise healthy
Speed Racer Enterprises handles licensing and merchandising for the brand with
kids at affordable prices. And, for
Lionsgate as a consultant for both the classic Speed Racer and the new animated
kids, LazyTown will bring the energy
series Speed Racer: The Next Generation. Lionsgate is also the worldwide
and the motivation to engage them
distribution company for both television and home entertainment.
in better lifestyle choices.
“We view this partnership as an
NEW GLADIATORS SERIES UNVEILED
extension of Wal-Mart de Mexico’s
primary mission to help people
Sky One in the UK recently announced Ian Wright and Kirsty Gallacher pre-
live better and of our previous
twelve all-new Gladiators - modern side over the contest as 32 contend-
experience with LazyTown in
day heroes who will rule the arena ers take on TVs toughest challenges in
developing healthy dishes for
and the fate of the ‘Contenders’ in a the hope of becoming crowned series
our Children’s Menu at our
reinvention of the 90s TV sensation. champion and winning the £50,000
Vips restaurant chain”, said Raul
The new Gladiators include Atlas, Bat- prize. They are joined by original ref-
Argüelles, Senior Vice-President
tleaxe, Destroyer, Enigma, Ice, Inferno, eree John Anderson on the new series
of Corporate Affairs for Wal-Mart
Oblivion, Panther, Predator, Spartan, to be filmed on two giant sound stag-
de México, “so we are especially
Tempest and Tornado. es at Shepperton Studios, the biggest
excited to take a proactive position
In the eight years since Gladiators studio sets in the UK.
in addressing such an important
was last on UK screens, the series has Thirty-two athletes have been whit-
social challenge in Mexico”. He
gained a place in the nation’s hearts. tled down from 20,000 applicants and
continued, “Fundación Wal-Mart de
Now it’s back with a 21st Century they will face the power of the 12
México has already made a strong
makeover, but retaining all of the clas- all-new Gladiators in events such as
commitment to kids health with
sic elements that made the original so Duel, Powerball, Hang Tough and The
our Play and Food Bring Health to
successful. Eliminator.
Your Life Program at elementary
Richard Woolfe, Director of Program-
schools, and I believe that this
ming, Sky One, Two and Three
valuable alliance with LazyTown will
said, “The games are bigger, the
extend that focus to our stores”.
contenders are stronger and
Wal-Mart de México and Lazy
the Gladiators are even more
Town have worked together in the
unbelievable…we’ve found
past. At the end of 2007, LazyTown
extraordinary characters. It’s a
and Wal-Mart’s Vips restaurant
colossus of a program and it’s
chain signed a license agreement
going to blow people’s socks
to develop a Children’s Menu with
off.”
LazyTown’s nutritional guidelines.
www.nickelodeon.tv
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