ANIMATION
WORLD MAGAZINE - ISSUE 3.10 - January 1999
Licensing
Little Means A Lot Between Sony And Hasbro.
Sony Signatures' Film and Television division
has named Hasbro, Inc. as the master toy licensee for the holiday `99 Columbia
Pictures live-action/visual effects film, Stuart Little. Hasbro
will produce everything from plush toys to interactive software. The film
is based on the classic E.B. White book of the same name about a mouse
who is raised by the Littles, a human family who learns to dream big and
live large when they think little. "Stuart Little is a wonderful,
classic story that has all of the fun, character-rich elements necessary
for success both as a film and a toy property," said Adam Klein, Hasbro's
president of global marketing. Sony has also awarded HarperCollins Children's
Books the publishing rights for the film. Plus, a key specialty license
has been granted to developmental children's product manufacturer Learning
Curve to create products such as wooden puzzles and felt play sets, targeted
for upscale specialty distribution.
Burger King Big With Babies. The Burger King tie-in with Paramount
Pictures and Nickelodeon Movies' The Rugrats Movie has done wonders
for the fast-food chain by boosting sales and increasing traffic to near
record levels in U.S. Burger Kings. In the first week of sales, Rugrats-themed
Kids Meals and watches topped some of the company's greatest promotions
ever, including The Lion King and Pocahontas, which ended
up selling 50 and 55 million premiums respectively. If the current sale
trend continues, the promotion may even surpass Toy Story, Burger
King's most successful Disney related tie-in ever. It should be noted that
five cents for every Rugrats wristwatch sold is being donated to
the American Red Cross and United Way to help relief efforts for Hurricanes
Mitch and Georges.
Dates Set For Licensing 99 International. The largest worldwide
licensing event is set to take place at the Jacob K. Javits Convention
Center in New York City, New York on June 8-10, 1999. The convention has
moved to the main exhibit hall, the premiere space in the Convention Center,
to better accommodate the many companies that will exhibit there, including
Universal, Warner Bros., Nickelodeon, MTV, Harvey, Jim Henson, Mattel,
Hasbro, and Polygram, among others. "The Licensing Show is truly a
global marketplace for the licensing industry, where anyone interested
in the business has the opportunity to form partnerships that will drive
licensed product sales at retail," says show director Elizabeth Favata
of Advanstar Communications. For more information visit www.licensingshow.com.
Note: Readers may contact any Animation World Magazine contributor by sending an e-mail to editor@awn.com.
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