03/20/14: Birds Eye View: The brand perspective on the new integrated Disney sponsorship deal

CYNOPSISKIDS!
03.20.14

Good morning.It’s Thursday, March 20, 2014, and this is your first early morning briefing.

TODAY’S TOP NEWS

Last week CynKids reported on Birds Eye’s new integrated sponsorship deal with Disney. Here’s a look at the partnership from the brand perspective, courtesy of Mike Barkley, SVP of Birds Eye.

What is Birds Eye hoping to get out of the new sponsorship arrangement with Disney?
We have similar aspirations regarding healthy eating, and by working together we know we can make lasting change. Beginning this fall, Birds Eye will launch a multimillion-dollar campaign leveraging Disney’s media properties, children’s programming and popular TV stars to show kids that veggies are fun, cool and delicious.

How important is it to have a multiplatform presence with Disney viewers?
Very. In our previous programs targeted toward kids, we reached mom and kids through TV, online, retail and in-person local market tours–and it worked. Since we started stepping up to create more vegetable lovers among children, we saw our sales and market share increase. In fact, our growth rate improved by over 8% in 2013 after we started our direct-to-kids marketing efforts.

Can you tell us some specifics?
Through Disney’s Magic of Healthy Living TRYathlon Road Tour in August and September 2014, we will reach kids across the country. The program will also engage Disney Channel and Disney XD stars for a cross-platform sweepstakes. We anticipate that the initiative will include a product component that showcases Disney characters on Birds Eye packaging.


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CYNOPSIS: KIDS !MAGINATION + PEOPLE AWARDS
Honoring the Best in Kids Programming & Marketing 

LATE Entry Deadline: TOMORROW!!
Awards Event:June 11, 2014 (NYC) 

Visit ourwebsitefor additional information on:
Who Should Enter, How to Enter, Eligibility Period, Categories, Deadlines, Sponsorship Opportunities, Contact Information & FAQs.


MORE KIDS NEWS 

Saban Brands is working with the Center for Childhood Creativity to produce a series of “Inventing Time” activities that complement its preschool series, Julius Jr. The goings-on which include creating musical instruments, puppets and bridges–are designed for parents and caregivers to use at home and teachers to use in a preschool setting, inspired by the show’s core themes of creativity and teamwork. Julius Jr. airs on Nick Jr. weekdays at 5p and Sundays at 10a.

Have you checked out the new Cynopsis.com? Our fresh, interactive site is loaded with news, images and industry insider commentaries, including this piece on digital activation by Gabe Lozano, Co-founder & CEO of LockerDome. Go to: cynsiders.

Nickelodeon announced a new slate of presenters for the Kids’ Choice Awards, airing live at 8p March 29. Andy Samberg, Will Arnett, Michael Strahan, Jim Parsons, Kristen Bell, Debby Ryan, Chris Evans and WWE Divas Brie and Nikki Bella will join host Mark Wahlberg and previously announced performers Aloe Blacc and American Authors.

Michael Levitt Productions will produce Disney Presents the Radio Disney Music Awards, slated to air at 8p Sunday, April 27, on Disney Channel. The show will feature the live event, which takes place April 26 at Nokia Theatre L.A. Live. Levitt’s awards/events show credits include Teen Choice Awards, Billboard Music Awards, TV Land Awards and Producers Guild Awards.

Discovery is expanding its annual “Say Yes to the Prom” promo which consists of a group of high school girls getting to meet with Monte Durham, star of TLC’s Say Yes to the Dress: Atlanta, connect with mentors, select a prom dress and get makeovers at Discovery’s global headquarters. This year’s program expands to Chicago and Des Moines through partnerships with Mediacom in Des Moines, and Comcast, OWN and Harpo in Chicago. The initiative aims to promote confidence and a positive self-image for deserving high school girls. Employees from Discovery, Harpo Studios, Mediacom and Comcast rallied around the effort, donating more than 1,200 dresses. The girls also will receive a letter from First Lady Michelle Obama.

Don’t Miss Out… You have until tomorrow to enter your programming, marketing campaign and executives for the Cynopsis Kids !magination + People Awards, June 11 in NYC. Hosted by Inside Edition’s Megan Alexander, The Awards honor the best children’s and family multiplatform programming and marketing, plus the outstanding execs in kids entertainment. This year, we will also be honoring an elite group of Animation Innovators. Enter here.

GAMES & APPS

It’s a jungle out there. Cupcake Digital has a global deal with Twentieth Century Fox Consumer Products to bring Blu and Jewel, the stars of the upcoming Rio 2 film and its 2011 predecessor Rio to mobile devices with new interactive storybooks and activity apps. The Rio storybook app debuts today, with the Rio 2 app slated for April 3, before the film hits theaters. Additional Rio apps are scheduled for release surrounding the DVD release and beyond. “The growth of the digital book and app market has given Fox Consumer Products the opportunity to engage Rio fans in a highly interactive way,” said Roz Nowicki, EVP, global sales, and retail at Twentieth Century Fox Consumer Products. “Partnering with innovative storybook app developer Cupcake Digital delivers the technology to propel one of our core brands into the digital book and apps space.”  

Hoop Dreams: You don’t have to be a bracketologist to join Cynopsis’ March Madness Contest. Just tell us which team will reign supreme in this year’s NCAA Men’s Basketball tournament & you could win a prize. Deadline to submit is Monday, March 31st. http://www.cynopsis.com/snap-app-contest/

Cartoon Network today is launching Globlins, a new mobile game on iOS, Google Play and Amazon. The puzzle platformer is filled with original IP developed by Hibernum and includes a whopping 60 levels.

Today is Very Hungry Caterpillar Day, and StoryToys has a new app kids can dig their teeth into. In collaboration with The World of Eric Carle, the company is releasing The Very Hungry Caterpillar & FriendsPlay & Explore app for iOS devices. This year marks the 45th anniversary of the treasured book, and the app also includes characters from other Carle gems such as The Very Quiet Cricket, Brown Bear, Brown Bear, The Mixed-Up Chameleon and 10 Little Rubber Ducks.

INTERNATIONAL

Nelvana completed deals for more than 345 half-hours of content with SVOD partners in France and the UK. SVOD rights have been licensed to Dailymotion and Canalplay Infinity S.A.S. (France) for multiple seasons from Nelvana’s library of children’s series including Beyblade: Metal Fusion, Beyblade: Metal Masters, plus Franklin specials Franklin and the Green Knight, Franklin’s Magic Christmas and Franklin Back To School. In the UK, Hopster subscribers will have access to episodes of Babar, Babar and the Adventures of Badou, Maurice Sendak’s Little Bear, Maggie and the Ferocious Beast and Max & Ruby.

TRIVIA

Answer to yesterday’s Trivia Question: Who voiced Frozone in The Incredibles? SAMUEL L. JACKSON Kudos to: Danna Castiglia, CBS, NY; Alan Dorfman, Super Impulse USA, Bristol, PA; Mike Doyle, Spot On Media Consultants, Madison, CT; Rob Thompson, North American Sports Group, Saratoga Springs, NY; David Stern, BARD Entertainment, NY; Julie Syers, Briggs & Caldwell, Houston; Janice Bernache, Seattle; Pat Brady, CESD, LA; Richard Quan, BSSP, SF.

Today’s Trivia Question: What is the only show to date where characters from Hanna-Barbara franchises Scooby-Doo, The Yogi Bear Show, The Huckleberry Hound Show and The Flintstones interact with each other?(Email cathy@cynopsis.com with your answer and be sure to include your name, company, city and time zone.)

 


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REGISTER TODAY

Don’t miss the CYNOPSIS KIDS WEBINAR
The Exploding World of Kids’ Tablets: The New Way to Build Your Brand
Date: Today, March 20, 2014| Time: 1:30 – 3:00pm ET|

Abby Jenkins- Director of Content {PBS KIDS Digital}
Graham Farrar- Co-Founder {IStoryTime}
Caroline Fraser- VP, Digital Products & Prod. {Scholastic Media}
Mindy BrooksDirector, Education & Research {Sesame Workshop}



Cheers — Cathy Applefeld Olson
Cathy@cynopsis.com for
Cynopsis Kids!
03.20.14

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