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Lunar Jim Is Dining At Zellers

Alliance Atlantis Intl Content Distribution and Hudson's Bay Co. (Hbc) announced that they are partnering to bring consumers an exclusive meal program and unique meet and greet opportunities, developed around Alliance Atlantis' preschool stop-motion animated property, LUNAR JIM. This two-phased initiative heralds the launch of the LUNAR JIM line of Fisher-Price toys, hitting Canadian shelves beginning August 2006 and marks the first children's property product tie-in at Zellers restaurants.

From Aug. 14, to Oct. 14, 2006, the "LUNAR JIM Moon Meal" will be available at 240 participating Zellers restaurants across Canada. Consisting of a choice of sandwiches, drink and vegetables with dip, the meal will be accompanied by one of four collectible LUNAR JIM mini-viewfinders, featuring images of the main characters of the show.

Beginning Sept. 9, 2006, Lunar Jim will travel across Canada, to have breakfast with children at select Zellers restaurant locations. The LUNAR JIM mascot will make morning stops in Vancouver, Calgary, Edmonton, Winnipeg, Mississauga, Newmarket, Hamilton, London and Halifax to meet and greet young fans up until Oct. 14, 2006. Parents or guardians can purchase tickets to local LUNAR JIM breakfasts at participating stores which will be advertised via in-store signage, the website and community newspapers. A commercial advertising the promotion will also run across 12 Alliance Atlantis networks over a five-week period.

"We are literally over-the-moon to be partnering with Zellers on the first promotion of its kind in their restaurants. The LUNAR JIM Moon Meal provides preschoolers the opportunity to interact with their favorite new character and we are certain that across Canada, young Zellers shoppers and their parents will be thrilled to be able to enjoy breakfast with Lunar Jim himself by their side," says Jennifer Bennett, vp, merchandising and licensing, Alliance Atlantis Communications Inc.

Airing in the CBC and SRC in Canada, LUNAR JIM transports preschoolers into a world of discovery, promoting problem-solving skills through persistence, creativity and cooperation. Jim and his friends, including Rover the Robot Dog, Ripple the Super Space Mechanic, Eco the Farmer and T.E.D., the Technical Equipment Device, live in Moona Luna. Their village is much like any other, except for one big difference it's on the moon.

"Zellers is excited to be able to offer children across the country the opportunity to meet, greet, and eat with their favorite TV character, Lunar Jim," said Senay Johnson, marketing manager, Hbc Food Services and License. "Engaging young minds at an early age is the aim of the LUNAR JIM program and something that we are very excited to participate in. We look forward to seeing bright, happy smiles on our young visitors' faces."

Co-produced by The Halifax Film Co. and Alliance Atlantis, LUNAR JIM (26x30 or 52x11) is broadcast in the U.K,, Latin America, Australia and Germany, among other countries, with additional broadcast launches rolling out on an on-going basis..

Alliance Atlantis ( offers Canadians 13 well-branded specialty channels boasting targeted programming. The company also co-produces and distributes the hit CSI franchise and indirectly holds a 51% limited partnership interest in Motion Picture Distribution LP, a leading distributor of motion pictures in Canada, with a presence in motion picture distribution in the U.K. and Spain. The company's common shares are listed on the Toronto Stock Exchange.

Hbc ( is Canada's oldest diversified general merchandise retailer, operating in department store (the Bay), mass merchandise (Zellers), specialty (Home Outfitters and Designer Depot) and discount (Fields) formats.

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Rick DeMott
Animation World Network
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