Thomas the Tank Engine will be returning to enchant another generation of children. HIT is planning a full-length video special to celebrate the characters’ 60th anniversary. © 2005 Gullane (Thomas) Limited. A HIT Co.

Some DTV releases provide additional backstory for the property beyond that revealed in the TV series. The August 2005 Bob the Builder DTV special, Bob’s Big Plan, will describe the story behind Bob’s new TV series Project: Build It, which debuts this September on PBS.

In some situations, HIT creates in-pack DVD originals — as do many other licensors and toy companies these days — to accompany various items in its licensed product lines. Certain plush Angelina merchandise will come with a DVD original featuring an eight minute episode and a live-action production about how to dance, for example, which will add value. “The more kids read or watch our content, the more they connect with the property,” Cygielman explains.

HIT sometimes themes other entertainment initiatives around DTV video content. For example, the live concert tours that support some of HIT’s properties, including The Wiggles and Barney, sometimes incorporate the same themes that are featured in one of that year’s direct-to-video productions.

Promotional and Product Opportunities
When positioned as an event, a direct-to-video release becomes a platform for extensive marketing activity; both for HIT itself and its licensees. HIT typically advertises DTV releases in multimedia campaigns involving print, radio (especially for properties such as The Wiggles, where music plays a big role), national TV, online (a growing means of reaching parents) and/or outdoor advertising.

Calling All Engines will be the occasion for the first TV advertising campaign ever to support Thomas the Tank Engine. A new television series debuted in September on PBS Kids — Thomas had been off the air for six years, during which time video and publishing sustained the property —and additional new episodes will start in fall of this year. As with many of HIT’s direct-to-video productions, a promotional partner will create a tie-in involving the title.

Amtrak, the new underwriter for the Thomas TV series, will conduct a sweepstakes, with entry forms included in the video box. The winner will have the opportunity to take an Amtrak train to one of 40 cities in “Day Out With Thomas: The Celebration Tour,” a series of live events featuring a full-sized train engine. (Several other promotional events and campaigns are planned throughout the year to celebrate the 60th anniversary.)

In addition to promotional opportunities, DTV productions give licensees a theme around which they can create products and promotions. Publishing licensees often create a tie-in book featuring the storyline from a direct-to-video release, for example. “There’s a good synergy there,” says Cygielman.