Wednesday, February 10th, 2010

Cynopsis: Kids!



Good morning. It’s Wednesday, February 10, 2010, and this is your first early morning Kids briefing.

First Lady Michelle Obama gets going with her new Let’s Move! initiative to create a healthier generation of kids/families by combating childhood obesity.  The First Lady will get help with this endeavor through partnerships with the US Department of Health and Human Services (HHS) and the Ad Council and Disney and Nickelodeon, that will created several series of public service announcements (PSAs) featuring characters those from Warner Bros.’ Looney Tunes and Scholastic Media, as well as those from both networks both.  All of these partner groups have been focusing efforts on issues of educating kids and families about making healthy lifestyle choices for the better part of the last decade or more with a range of programs across their various platforms and outreach programs.

  • HHS and the Ad Council address childhood obesity through new series of PSAs, which are extensions of HHS’ and Ad Council’s Childhood Obesity and Get Up and Play campaigns.  The full PSA campaign will be distributed to media outlets nationwide in March.  One series of spots, feature Warner Bros.’ Looney Tunes characters Bugs Bunny, Daffy Duck, Tweety and Taz, partnered with NFL and NBA athletes, including Drew Brees (New Orleans Saints), Kevin Durant (Oklahoma City Thunder) with the messages to kids that they don’t have to be a pro to “Be A Player.” Another set features pro skateboarder Tony Hawk and pro beach volleyball player Misty May-Treanor promoting a healthy lifestyle and encouraging increasing physical fitness for kids.  These PSAs were created pro bono by Warner Bros. Consumer Products.  Another series of PSAs, guided by ad agency Casanova Pendrill, features Scholastic Media’s Maya & Miguel and encourages kids to be more physical and make healthy food choices via the Take the Maya & Miguel Challenge.
  • Nickelodeon gets on board with the Let’s Move campaign by offering its resources and research to the effort, including creating kid/family-targeted PSAs featuring the First Lady, and special programming events on its channels and websites.
  • Disney is creating a series of PSAs that will feature Mrs. Obama along with Disney Channel stars to inspire kids to develop healthy eating habits and get more physical.  The messages will be featured across Disney’s kid/family targeted platforms, including Disney Channel, Disney XD, Radio Disney, and and will begin airing later this year.


Hit Entertainment goes ahead with the development of two new projects from noted US TV writer/producers:

  • For the Birds – an animated comedy series targeted to K8-11, which follows the adventures of Earl E. Bird.  The series comes from writer/producers Tom Ruegger (Tiny Toon Adventures, Animaniacs, Pinky and the Brain) and Randy Rogel (Animaniacs, Batman).
  • Zip Zip Zippy – a music-based preschool series that invites viewers to physically participate in story-based adventures, and featuring a live-action host in an animated world of animals and kids.  The series is created by Jeanine Kay and Luciana Brafman Bienstock.


Latin America Multimedia Corporation (LAMC) moves forward with new episodes of the live action preschool series Dos y Dos.  Recorded in Spanish and English, the new episodes of Dos y Dos will include 26×30 new episodes for two new seasons of the series, which are scheduled to be available beginning September 2010.  4Kids Entertainment is the worldwide merchandising and licensing agent and brand manager for the property.  Mexico City-based Rose Entertainment handles international distribution for the series.  Dos y Dos has also inked a deal with Peer Music to serve as the exclusive music publisher in the Americas and parts of Europe.  Peer Music and 4Kids Entertainment will work together to develop merchandise that showcases music from the TV series.  Additionally, the four main characters from the series will star in a new live stage version of Dos y Dos, currently scheduled to stop in 10 cities in the US this summer.

Fitz Roy Media (FRM) inks a seven-year deal with Honest Entertainment to manage all rights to the popular tween/teen-targeted Fido Dido property worldwide.  First up under the new deal, FRM and Renegade Animation and Graphiti India Limited are set to begin development and production on a new animated short-form series of 50×1 episodes for distribution across various platforms including wireless networks, internet, TV and iTunes.  The first season is schedule to deliver in September 2010.  Fido Dido was co-created in 1985 by Joanna Ferrone and Sue Rose.

Faith-based studio Big Idea Entertainment enters into a new production deal with animation studio Entrenched, Inc.  The companies plan to collaborate on new VeggieTales content, including DVDs.  Animation on these projects will be completed by Entrenched’s sister-company Hawaii Animation Studios (HAS).  Previously, HAS was part of the Big Idea and Universal’s film VeggieTales: The Pirates Who Don’t Do Anything, and direct-to-video animated series 3-2-1 Penguins!

Move over snowstorm.  The annual KidScreen Summit gets underway today in NYC at the Hilton.  See you all there.


I was at Nickelodeon yesterday where a group of us got a preview of the newest trailer and some of the upcoming toys based on the Nickelodeon, Paramount and M. Night Shyamalan live-action feature film The Last Airbender.  The movie trailer, which debuts in theaters this Friday in front of movies including Percy Jackson & the Olympians: The Lightening Thief, is longer than the :30 spot that ran during the Super Bowl and is similarly exciting.  The toy prototypes included those from toy partner Spin Master, such as 10-inch and 3 3/4-inch action figures of the main characters (Aang, Zuko, Katara, Sokka), also an Appa (the flying bison) figure that the smaller figures can fit on, a soft toy and harder (not to be used on your sibling) costume version of Aang’s staff, as well as several other toy masks, and a movement triggered toy.  There were also costumes (yes they’ll be available in adult sizes too) from partner Rubies.  The first set of toys rolls out June 1, just ahead of the movie’s release on July 2, 2010.  Additionally, we got to see some samples of two Last Airbender manga created with Shyamalan, publisher Del Ray Manga, a division of Random House.  Both titles are based on the movie and not the aniamted series; one is a novelization of the movie and the other a prequel.

American Greetings Properties and CPLG launch a new group of 14 Strawberry Shortcake websites throughout the Americas and Europe.  The new sites feature Strawberry Shortcake and her friends in their new home, Berry Bitty City, in various games, activities, downloads and videos, which mirror the US Strawberry Shortcake website ( ).  The family of sites also reflects the ongoing Strawberry Shortcake healthy living efforts, specifically the importance of fruits and the environment, in a variety of areas such as Strawberry Shortcake’s Cafe that offers recipes, Lemon Meringue’s Beauty Salon, which offers tips on keeping the environment beautiful, other areas include a book club, a dance studio, dress-up activity, and jigsaw puzzles.  The new sites, with production services provided by North South Studios, have launched in France, Spain, UK, Benelux, Germany, Brazil, Mexico, Argentina, Chile, Colombia, Peru, Central America, French-speaking Canada and English-speaking Canada.

4Kids Entertainment International inks a range of international licensing deals for Yu-Gi-Oh! franchise:

  • Edibas Collections signs on to produce lamincard games and folders for Germany, Austria, France, the UK, Spain, Russia, Italy, Greece, Turkey and the US.
  • Konami Digital Entertainment will produce trading card game accessories for Europe, Australia, New Zealand, the US, Latin America, the Middle East, Africa and Canada, in addition to their current Asian territory.
  • Also for Europe, Editions Oberthur completes a back-to-school license deal for all Yu-Gi-Oh! franchises (Yu-Gi-Oh!, Yu-Gi-Oh! GX and Yu-Gi-Oh! 5Ds) in France, Belgium and Switzerland.  Giovas Meletopoulos S.A. will offer Yu-Gi-Oh! 5Ds bags and back-to-school lines for Greece, Portugal and Bulgaria.
  • In the Middle East, Tel Bar Pop Ltd, will offer back-to-school lines as well as bags and outdoor toys for Yu-Gi-Oh! 5Ds in Israel and the West Bank.  This deal comes right on the heels of other recent deals for the region with Toys & Brands for Yu-Gi-Oh! 5Ds, Shoshi Zohar (also for Yu-Gi-Oh! 5Ds) and Mitos International for both Yu-Gi-Oh! and Yu-Gi-Oh! 5Ds.


The Topps Company appoints Ryan O’Hara as its new President and CEO.  O’Hara, who had until last week been President, TV Guide Network and, will relocate to NYC and takes up his new position on March 1, 2010.  O’Hara takes over for CEO Scott Silverstein, who will remain on the Board of the company.  Prior to TV Guide, O’Hara served in various positions at BSkyB in London, Fox Sports Net and Nestle USA.  Topps was acquired in 2007 by Michael D. Eisner and Madison Dearborn Partners.  Eisner serves as Chairman of the company.

Zodiak Entertainment names Marco Ferrari as Group-wide Chief Digital Officer, across its unscripted and formats business.  Based in London, Ferrari will report to Group’s SVP/Entertainment, Giorgio Gori and work closely with Chief Creative Officer/Entertainment, Saku Tuominen and COO/Entertainment, Jorg Roth.  Ferrari will also continue in his current position as President and MD of Neo Network, the digital arm of Zodiak Entertainment Group.

American Greetings Properties (AGP) names Gabrielle Oliff as Marketing Director.  Oliff joins AGP from The Beanstalk Group, where she was Brand Director.  She previously served in marketing, branding and licensing for Hearst Magazines, Hit Entertainment Avon and Fisher-Price, including on kid and teen aimed properties such as Seventeen Magazine, Winnie the Pooh, Thomas the Tank Engine and Angelina Ballerina.

In North America, Hit Entertainment promotes Chris Rose to VP/Programming and Development and names Christina Schick to the new position of Director/Development.  Additionally, Hit grows global development team with the addition of four experts to a newly created Global Advisory Committee.  The team will help guide the development and programming teams around the world, serving as an educational resource to writers and producers throughout the development and production process.  The new committee includes:

  • Dr. David Buckingham from The Institute of Education, London. His expertise is in research and kid’s media and is the Head of the Centre of Study of Children, Youth and Media in the UK.
  • Dr. Sandra Calvert is a Professor/Department of Psychology at Georgetown University and is the Director/Children’s Digital Media Center.
  • Dr. Renee Cherow-O’Leary is President/Education for the 21st Century, a research and consulting firm.  She is an expert in child development, curriculum design for media, assessment of the impact of media on learning and media literacy for parents, kids and teachers.
  • Dr. Wendy Sims from the University of Missouri-Columbia is Associate Chair/Department of Learning, Teaching & Curriculum, a Professor and Director/Music Education at the University’s School of Music, and is also a researcher and author in the area of early childhood music education. She is also the music advisor and created the music curriculum for the series Angelina Ballerina The Next Steps.

Scholastic Media appoints Chris Ursin as Director/Consumer Products.  He joins Scholastic from Warner Music Group, where he was VP/Brand Licensing, Brand Asset Group.  He previously served as Director/Licensing, Marvel Entertainment.


Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K2-11 (000) 2/1-2/7/10 :
Total Day      (000)   Primetime       (000)
NICK°:            1245    DSNY*:             1099
DSNY*:             784    CARTOON:           747
CARTOON:         573    NAN**:               649
NAN**:             396    NICK JR:              464
NICK JR:           334    DXD:                    152
ADSM**:          185    NICKTOONS:         110
DXD:                136    BET:                      92
NICKTOONS:      76    TLC:                       83
BET:                  51    ESPN:                     78
DISCOVERY:       47    DISCOVERY:           78
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K6-11 (000) 2/1-2/7/10 :
Total Day        (000)   Primetime       (000)
NICK°:               649    DSNY*:              846
DSNY*:              511    NAN**:              516
CARTOON:          343    CARTOON:         492
NAN**:               306    DXD:                 115
ADSM**:             102    NICKTOONS:       73
DXD:                     91    NICK JR:            70
NICK JR:                55    DISCOVERY:       57
NICKTOONS:          51    TLC:                   57
BET:                      37    BET:                   55
DISCOVERY:          31    ESPN:                  54
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Weekly Top Ten Basic Cable Ad Supported Networks, Total Day and Primetime Rankings among Tweens 9-14 (000) 2/1-2/7/10 :
Total Day       (000)   Primetime      (000)
NICK°:              477     DSNY*:             711
DSNY*:             436     NAN*:               582
NAN**:             396     CARTOON:         346
CARTOON:         238     MTV:                 126
ADSM**:           157     DXD:                   88
MTV:                   80     BET:                    77
DXD:                   65     TLC:                    76
ESPN:                  49     COMEDY:             75
BET:                    44     DISCOVERY:        74
DISCOVERY:         41     ESPN:                 74
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Live + Same Day Ratings Kids Cable Network Averages (000) for Saturday, February 6, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:          K2-11 1671; K6-11 1134; TWEENS 9-14 875
DISNEY CHANNEL:     K2-11   989; K6-11   627; TWEENS 9-14 498
CARTOON NETWORK: K2-11   747; K6-11   476; TWEENS 9-14 317
DISNEY XD:               K2-11   171; K6-11   127; TWEENS 9-14   75
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Sunday, February 7, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1372; K6-11 863; TWEENS 9-14 618
DISNEY CHANNEL:     K2-11   921; K6-11 596; TWEENS 9-14 460
CARTOON NETWORK: K2-11   589; K6-11 361; TWEENS 9-14 248
DISNEY XD:               K2-11   265; K6-11 184; TWEENS 9-14 107
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Monday, February 8, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1178; K6-11 525; TWEENS 9-14 388
DISNEY CHANNEL:     K2-11   783; K6-11 471; TWEENS 9-14 386
CARTOON NETWORK: K2-11   534; K6-11 330; TWEENS 9-14 209
DISNEY XD:               K2-11   208; K6-11 133; TWEENS 9-14   91
Source: MTVN Research from Nielsen Media Research Data

Answer to Yesterday’s Trivia: “A sloppy-Joe is a sandwich, but a Manwich is a ____________”?  MEAL  Kudos to: Joe Lyons-4Kids Ent/NY; Michelle Bishop Turkington-The Product Workshop/Roswell; Mara Anastas-Simon & Schuster/NY; Ellen Harter Wall-Disney FamilyFun/Northampton; Iris Lee/Cartoon Network/Chicago; Marci Crane-GRP Media/Chicago; Rita Silva-Disney Media Sales/Chicago; Katrina Cicala-Prairie Home Prods/St. Paul; Clover Keyes Roy-Pacific Technical Group/Burbank; Meghan Sullivan-Gorilla Nation Media/LA; Tammi Denbow-Fox/LA; Jim Wyatt-Film Roman Starz Media/Burbank; Michael Decsi-Nelvana/Toronto; Arlene Stinchcombe-Corus Ent/Toronto; Stephen Paniccia-The Nightingale Company/Toronto

Today’s Trivia Question:  Who are we?  We like to say “uh-oh” and say “again” when we want to see the film again.  We live in a lovely fantasy land, where the sun smiles as us every day.  Who are we? (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)

Later — Gwen
Gwen Billings for Cynopsis Kids!

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