Bob the Builder will be featured in a special Bob’s Big Plan, which describes the story behind his new TV series Project: Build It, to debut this September on PBS. © 2004 HIT Ent. Plc. and Keith Chapman.

Simon & Schuster is developing a book based on a Project: Build It DVD that contains both a TV episode and a special DTV feature. Random House often publishes Thomas titles to coincide with direct-to-video releases for that property, and will do so for Calling All Trains. Scholastic is releasing a book based on Barney’s Land of Make-Believe.

DTV-themed toys are also possible. RC2/Learning Curve and Tomy, the two licensees that market Thomas the Tank Engine toy trains, are creating special train sets themed to Calling All Engines, for example. Meanwhile, an upcoming Angelina Ballerina title, Princess Dance, has Angelina visiting Queen Seraphina and two princesses at their castle; Sababa will create a princess castle to allow girls to play along.

While toys and publishing are the main categories for DTV tie-in products, other items sometimes are appropriate as well. For example, a few apparel items featured artwork from Snowed Under: The Bobblesberg Winter Games, a Bob the Builder DTV released in 2004.

Purchase Incentives
Many of HIT’s DTV productions, as well as video/DVD titles based on TV episodes, include on-pack merchandise to increase play value and enhance collectibility. A trilogy of Angelina releases in 2004 included The Magic of Dance, Silver Locket and Big Performance, which were packaged with a tiara, locket and pink tutu, respectively. “They work as promotional tools to drive purchase,” Cygielman explained, noting that girls can collect all three and use them to put on a show, just as Angelina does in the trilogy.

The three Thomas videos being released during the 60th anniversary year, including Calling All Trains, each will be packed with a special limited-edition collectible train in gold, silver or platinum.

HIT’s direct-to-video productions are distributed through mass merchants, toy stores and electronics and entertainment chains, among other retail outlets, as are all of the company’s video titles. “We also look at new and unexpected channels when there are opportunities specific to the property,” says Cygielman, citing Lowe’s home improvement stores as a current channel for Bob the Builder video releases and books, and train stores for Thomas videos.

As all the examples mentioned here illustrate, releasing direct-to-video productions throughout the year helps maintain awareness for a franchise, creates fresh content for use by licensees, and provides a vehicle for high-profile marketing activity. “It’s an opportunity for us to take our evergreen brands and create an event around them,” concludes Cygielman.

Karen Raugust is a Minneapolis-based freelance business writer specializing in animation, publishing, licensing and art. She is the author of The Licensing Business Handbook (EPM Communications).