Category: Licensing

McFarlane Toys has created adult collectible figures based on the second and third installments of THE MATRIX trilogy, THE MATRIX RELOADED and THE MATRIX REVOLUTIONS. On May 15, 2003, Warner Bros. Pictures, in association with Village Roadshow Pictures and NPV Entertainment, will release THE MATRIX RELOADED, the second installment of the Academy Award-winning blockbuster THE MATRIX. The third chapter, THE MATRIX REVOLUTIONS, will be released later in 2003.

Reckitt Benckiser Inc., a leader in household products, recently announced a $22 million national marketing campaign featuring THE JETSONS cartoon characters, to support the launch of the company's new Electrasol Gelpacs an innovative breakthrough in automatic dishwashing detergent. The campaign highlights "Dishwashing made for the 21st Century" with a game featuring Rosie the robotic maid and THE JETSONS family. Promotion marketing agency EastWest Creative developed, designed and is executing promotional support for the game including print advertising, on-pack communications, point-of-sale, direct mail and fulfillment.

The premise of the game is that life in the 21st century is catching up to THE JETSONS' maid, Rosie especially dishwashing. When the Electrosol Gelpacs prove you don't need a robot to get dishes that sparkle, Rosie feels that she is no longer useful and runs away. Consumers help THE JETSONS find Rosie and win "Astro-nomical" prizes in the Electrasol Gelpacs "Find Rosie and Win" instant win game.

Breaking into a cool new licensing category, SPONGEBOB SQUAREPANTS is available now in an Ice Cream Parlor line from Breyers. Now fans who dig SpongeBob can dig into a bowl of vanilla-flavored ice cream with a caramel swirl and chocolate cookie dough pieces shaped like SpongeBob and his friend Patrick. Joining SpongeBob SquarePants ice cream is the Ice Cream Parlor Creamsicle.

SPONGEBOB SQUAREPANTS is making a splash at Burger King restaurants in a nationwide kids meal promotion. The Bikini Bottom Bunch characters are available as eight toys plus Burger King's Chicken Tenders will come in fun star and lightning bolt shapes. The promotion runs in conjunction with Nickelodeon's SpongeBob's Lost Episode event that culminates Friday, March 21, 2003 at 8:00 pm when Nick airs "The Sponge Who Could Fly" episode. The toys feature popular SPONGEBOB SQUAREPANTS characters based on the television cartoon, including SpongeBob Silly Squirter, Swing Time Patrick, Jellyfish Fields, Plankton Bubble Up, Squirt N' Whistle Squidward, Plush Shakin' SpongeBob, Karate Chop Sandy and Gravity Defying Gary. Each toy comes with a clue card containing a SPONGEBOB SQUAREPANTS character riddle. Kids can wade through the riddle, figure it out then log onto www.Nick.com to answer the riddle to get digital SPONGEBOB trading cards. They can also enter a sweepstakes to win an exclusive, at-home SPONGEBOB SQUAREPANTS party for 25 people! Partygoers will view the SPONGEBOB SQUAREPANTS "Lost Episode" on the winner's new large-screen television. This promotion will be featured in kid-directed advertising, in-restaurant communication, a birthday mailer to Big Kids Club members and a micro site at www.burgerking.com. Big Kids can go to the micro site for interactive activities, downloadable screensavers and information about the eight fun SPONGEBOB SQUAREPANTS character toys. Nickelodeon, now in its 23rd year, has built a diverse, global business that includes television programming and production in the U.S. and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 86 million households. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc. For more check out www.nick.com. Burger King Corp. and its franchisees operate more than 11,400 restaurants in all 50 states of the U.S. and 57 countries and territories around the world, with 91% of BURGER KING(R) restaurants owned and operated by independent franchisees. Burger King, founded in 1954, is owned by the equity sponsor group comprised of Texas Pacific Group, Goldman Sachs Capital Partners and Bain Capital.

Brown Shoe Company, Inc. has signed a licensing partnership with Warner Bros. Consumer Products to create four new footwear lines, featuring Looney Tunes characters Tweety and Taz, and the DC Comics super heroes, Superman and Supergirl. The launch of all four character lines is scheduled for the 2003 back-to-school season, and will include athletic and casual shoes, boots and slippers. Supergirl footwear will debut first, appearing at select retailers in spring 2003. Targeted to kids ages 3-7, the footwear lines will be available in children's sizes 9-3.

Toy manufacturer Hasbro, Inc. has scored a major coup in the licensing biz by extending its license with Lucas Licensing, Ltd., for the manufacture and distribution of STAR WARS toys and games for an additional ten years. Under the terms of the extension, the agreement is expected to run through 2018. The minimum guarantee payable to Lucas has also been reduced by $85 million to $505 million. Under its original 10-year deal, the minimum payment to Lucas was $590 million of which Hasbro has already paid $470 million.

Children's book publisher and distributor Scholastic now has rights to publish all novelizations, coloring and activity books, picture and storybooks based on DreamWorks' next five animated films, which include SHARKSLAYER and a sequel to the 2001 Oscar-winning hit SHREK.