Barbie Fairytopia: Magic of the Rainbow (left) and Strawberry Shortcake: Berry Blossom Festival are new animated DVD releases derived from successful toy brands. © Universal Studios Home Ent. (left) and © Fox Home Ent.

As Woody, Buzz Lightyear and all their friends from Toy Story know, toys come alive in the imaginations of children as they play. For some popular brands, however, the toy also comes to life on-screen -- in animated DVDs that can become successful extensions of a toy's play and entertainment value.

These original animated productions, showcasing the adventures of popular toy brands, are most often targeted at the direct-to-DVD market. Recent and upcoming releases include Barbie Fairytopia: Magic of the Rainbow (March 13, 2007), Bratz Fashion Pixiez (February 27, 2007), Strawberry Shortcake: Berry Blossom Festival (May 1, 2007) and Betsy Bubblegum's Journey Through Yummi-Land (fall 2007).

Girls aren't the only targets for direct-to-DVD releases. Boys' toys such as Mega Bloks' Dragons have all received animated treatment in the past. © 2005 Fury Productions Inc.

While this crop of direct-to-DVD releases is distinctly girl-friendly, boys' toys such as Hasbro's G.I. Joe, Lego's Bionicles and Mega Bloks' Dragons have all received animated treatment in the past.

"DVDs help deliver the fantasy, making the play experience richer and more meaningful for kids," comments Cheryl McCarthy, vice president and producer, Hasbro Properties Group. "For example, when a girl learns key personality traits about Pinkie Pie through the My Little Pony DVDs, playing with her Pinkie Pie toys is even more fun and magical."

It's a Barbie World
"Barbie was the first brand to lead this type of animated DVD," says Glenn Ross, general manager and executive vice president of Universal Family Productions. Universal Studios Home Entertainment distributed Fairytopia: Magic of the Rainbow, as well as last year's Barbie in The 12 Dancing Princesses. The franchise first started seven years ago with annual holiday-themed titles, then branched into Barbie Fairytopia in 2005 and further expanded in 2006 with the Dancing Princesses theme. The Barbie direct-to-videos/DVDs were previously distributed by Lionsgate.

The success of the direct-to-videos/DVDs featuring Mattel's Barbie can be traced to the fashion doll's strong brand presence. Four generations have grown up with Barbie and there's a mythology to her. © Universal Studios Home Ent.

Ross says that the Barbie DVDs sell millions of units worldwide, and that the Dancing Princesses prompted a resurgence for the brand. "We got a lift, a noticeable growth spurt, from that release," he says. The CG animation was provided by Mainframe Entertainment.

Ross cites the success of the direct-to-videos/DVDs featuring Mattel's Barbie on the fashion doll's strong brand presence, and what he calls "cultural anthropology." "Barbie is 40-plus years old," notes Ross. "Four generations have grown up with Barbie and there's a mythology to her."

The DVDs, generally targeted at five- to 10-year-old girls, aim to add to that mythology. In Barbie Fairytopia: Magic of the Rainbow, a character named Elina (Barbie) and a group of imaginatively rendered, fantastical friends face down her evil nemesis, Laverna, in a race to save Fairytopia. In this adventure, Elina learns important lessons about the power of friendship, courage and teamwork.

Ross says that his company provided the packaging and special features offered on the DVD, including interactive games, coloring pages and other activities. "We're very careful with this material because it's going into the hands of children," Ross comments. "We must maintain the integrity of the brand, and ensure that it's thematically based on the film."

"Barbie speaks directly to girls," Ross says, "and she empowers girls to be smart, to be leaders, and to be heroes."