Licensed products will give Iron Man DVD steam

DVD-related licensing news from Licensing International Expo

By Wendy Wilson -- Video Business, 6/6/2008

JUNE 6 | Retailers can expect to see an even bigger merchandising campaign on behalf of Iron Man’s DVD release this fall than they’re seeing in stores for the film’s theatrical run.

Paul Gitter, Marvel Entertainment president of consumer products, North America, said the decision to increase the merchandising program surrounding the DVD release was based on the film’s overall performance and “how well the property resonates with multiple demographic segments.”

“Our strategy is to place product into the marketplace prior to a film’s releasing and to keep it [there], then to freshen up the product with new styles and new art in time with the DVD release,” Gitter said. He added that the company looks to “create specific programs for each retailer.”

Distributed by Paramount Pictures, Iron Man stormed theaters with a $100 million take in its May 2 opening weekend, and to date, Marvel’s first self-produced feature has earned $280 million domestically. The company announced plans for a sequel, Iron Man 2, slated for release in April 2010.

Gitter said Marvel is committed to a three-year strategy on behalf of the feature films it develops. During the first year, the movie and subsequent DVD release are rolled out, backed by a merchandising campaign that hits the market “well in advance of the film’s release.”

During the second year, Marvel plans to extend a franchise with a supporting animated release, followed by the theatrical sequel in year three. Besides Iron Man, other Marvel properties to get this treatment will be The Incredible Hulk (theatrical release June 13), Thor (June 4, 2010), The First Avenger: Captain America (May 6, 2011) and The Avengers (July 2011).

“We’re not in the business of simply making films; we’re in the business of building brands,” Gitter said. “The No. 1 component of that is to put entertainment activity behind the brand.” 

On the eve of Licensing International Expo 2008 June 10-12 at the Jacob Javits Convention Center in New York City, several companies have made DVD-related licensing announcements.

• Sesame Street’s newest Muppet resident, Abby Cadabby, a plucky 3-year-old fairy-in-training, will be center stage as she prepares to take an off-road journey in the third quarter. On Sept. 30, Abby will hop into a fantastical rabbit hole for the upcoming adventure Abby in Wonderland (prebook Aug. 19; DVD $14.93; distributed by Genius Products). The DVD premiere will co-star a number of Abby’s Sesame Street cohorts, including Elmo as the Red Rabbit, Oscar as the Grouch of Hearts, Cookie Monster as the Cheshire “Cookie” Cat and the Count as the “Counter”-pillar. Scott Chambers, VP of publishing, home video and audio for Sesame Workshop, described Abby in Wonderland as “one of the most exciting ideas and concepts we’ve come up with in a long time.” —Laurence Lerman

• Sony Pictures Home Entertainment has licensed TV comedy sketch series The Mr. Men Show for global distribution. The rights to Mr. Men Show, a current popular series on Cartoon Network, were acquired from family entertainment specialist Chorion. Mr. Men is based on the classic book series that revolves around the antics of such characters as Little Miss Sunshine and Mr. Tickle. To date, the books have sold 100 million copies worldwide. “SPHE is pleased to add such a well-loved brand to its slate of family-friendly DVD product,” said Bob Rubin, SPHE executive VP. “This cleverly written animated franchise should perform very well around the world.” Sony did not specify street dates for the property. —Susanne Ault

• The Jim Henson Company’s new series Sid the Science Kid will be distributed on DVD under a newly inked North American home entertainment distribution agreement with NCircle Entertainment, the licensing division of Alliance Entertainment. Currently in production on 40 half-hour episodes, Sid the Science Kid is scheduled to debut on the PBS Kids preschool block in September. NCircle will launch the series on DVD in August 2009. “The property, which helps inquisitive children fill their insatiable appetite for everyday questions, is a perfect complement to our quality family and kids home video portfolio,” said Debbie Ries, senior VP and general manager of NCircle. —Cindy Spielvogel

• Warner Bros. Consumers Products will be hyping merchandise tied to the studio’s biggest upcoming films, including The Dark Knight, Harry Potter and the Half-Blood Prince and Where the Wild Things Are. For its Batman Begins sequel, Warner will feature apparel starring the Caped Crusader in Lego form. Mattel will launch a toy line for a 2009 Cartoon Network show from Warner, Batman: The Brave and the Bold. Warner has already secured a slew of licensees for its next Potter installment, including PopCo Entertainment, Noble Collection, NECA and Mattel. Based on the children’s book, the 2009 Wild Things film will be surrounded by themed footwear and toys, among other products. The studio also will be showing off a line of Diane von Furstenberg clothing, launching in October 2008, tied to its Wonder Woman property. Looney Tunes, Supergirl and Scooby-Doo are among other brands Warner will support. “The stage is set for a truly momentous year with our strong stable of consistent content presented in enterprising ways,” said Warner Bros. Consumer Products president Brad Globe. “This includes new offerings for Batman, [and] we’re expanding our girls business by increasing support of Wonder Woman and Supergirl.” —S.A.

• Nelvana Entertainment will showcase three animated properties at the Licensing Expo: Max & Ruby, Grossology and Z-Squad, all with various licensed product rights available. Max & Ruby, which airs on Nick Jr. and Noggin, is distributed on DVD by Nickelodeon through Paramount Home Entertainment. Grossology, whose first cycle of episodes was sold to Discovery Kids, is expected to be released on DVD by Genius Products. Z-Squad is available to be licensed for home video distribution. —C.S.

• DIC Entertainment will showcase brands including Strawberry Shortcake, Horseland, Eloise and Inspector Gadget. Since its relaunch in 2003, Strawberry Shortcake has accounted for $2.5 billion in worldwide retail sales, according to the company, with more than 500 licensees, including 20th Century Fox Home Entertainment, which has shipped more than 10 million Strawberry Shortcake DVDs. Strawberry Shortcake continues to air on the CBS Saturday morning children’s programming block. DIC’s Horseland, which is distributed on DVD by NCircle Entertainment, also airs on CBS. An Eloise feature film is in development for 2009 starring Uma Thurman, and DIC is developing a new Inspector Gadget animated TV series. —C.S.