Following up DIC Entertainment’s recent acquisition of worldwide entertainment and licensing rights to the colorful-haired Troll character from the Troll Company (a.k.a. Dam Things),
DIC has concluded partnership deals with key licensees Hasbro Inc. and Scholastic to launch TROLLZ, the entertainment and lifestyle brand for tweens, scheduled for U.S. debut in 2005.
TROLLZ will be a stylized and contemporary version of the classic Troll characters, which became one of the best-selling properties in history, generating approximately $4-5 billion dollars in worldwide sales.
DIC’s “360 degree” approach to the brand development of the TROLLZ program begins later this year with an elaborate web community utilizing cutting-edge telephonic applications. In 2005, the rollout continues with entertainment (television and video) and consumer products, interactive games and a vigorous pre-teen targeted marketing campaign. DIC and its partners will simultaneously roll out the major merchandise categories in the U.S to coincide with the 2005 “back-to-school” window with first products on retail shelves in July. The international rollout for TROLLZ is scheduled for early 2006 with localized versions of the web community.
“DIC has invested numerous hours of research and strategic planning into TROLLZ, but we never forgot that the key to success lies, first and foremost, in a great story,” said DIC ceo/chairman Andy Heyward. “We have comprised a creative team of young, talented writers and experienced industry veterans who we know will create compelling storylines and characters to bring the TROLLZ characters to life.” He adds, “DIC approached TROLLZ from the very beginning with a holistic and integrated methodology which we believe is revolutionary and never achieved before at this level. Our strategy combined with top-tier partners, such as Hasbro and Scholastic, is a recipe for phenomenal success.”
Hasbro is creating an extensive toy line for the TROLLZ property, including fashion dolls, games and youth consumer electronics.
“DIC presented a very unique and comprehensive strategy for TROLLZ that covered all of the relevant ‘hot buttons’ for today’s ‘tween’ girls,” said Lorrie Browning, gm, Hasbro Girls Toys, “We understood their vision immediately and are thrilled to be a part of the TROLLZ business.” Browning added. “We are particularly excited that the essence of TROLLZ is their wild and extreme ‘hair’, which is such an important aspect of fashion doll play patterns.”
Scholastic will publish a series of chapter books, graphic novel style storybooks and a life-style activity book that explores the world of TROLLZ. The first title will be released in fall 2005, based on the premiere episode. Scholastic is also working closely with DIC to build upon the distinct personality of the characters for the book.
“We are excited to develop the TROLLZ that we knew and loved decades ago into engaging stories to target the increasingly important “tween” demographic.” Said Berger, svp of trade and publisher of licensed properties, Scholastic. “We look forward to a long and fruitful collaboration with DIC as we help build TROLLZ into an evergreen brand.”
DIC (
www.dicentertainment.com ) is a full-service studio dedicated to creating, developing, producing, distributing, marketing and merchandising family-based intellectual properties. DIC has distinguished itself by building one of the largest libraries of U.S. animation with more than 3,000 half-hours of programming. In September 2003, DIC launched the DIC Kid’s Network, a unique syndicated programming block designed to meet core FCC requirements. DIC has developed strategic partnerships with key domestic and international broadcast partners throughout the U.S., Europe, Asia, Latin America, Africa and Australia. DIC is headquartered in Burbank, California with international offices in New York, Paris, London and Cologne.
Scholastic Ent. (SE) is a leading producer of family-oriented television programming, feature films, videos, Websites and is a major licensor and marketer of children’s properties worldwide. Scholastic Ent. is the entertainment and media division of Scholastic Inc., the global children’s publishing and media company, which creates and distributes innovative and quality educational and entertaining materials for use in school and at home. For more information, visit
www.scholastic.com .
Hasbro is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., the firm operates the Playskool, Tonka, Milton Bradley, Parker Brothers, Tiger and Wizards Of The Coast brands. For more information, visit
www.hasbro.com .
