Sports, Fitness & Wellness VB Purchasing Guide February-April 2009

Gaiam announced a partnership with Shape magazine to bring a dozen fitness titles to retail in a multi-year deal. “The Shape brand boasts the largest circulation of any fitness or health-related magazine,” notes Bill Sondheim, president of entertainment and worldwide distribution for Gaiam. He plans to leverage the magazine’s identity to build sales for the new line through cross-promotion, the magazine’s Web site and publicity efforts. Through its purchase of select assets of PPI/Inspired Corp., Gaiam also has rights to previously released Shape titles, which will be incorporated with the new line, Sondheim says. —Cindy Spielvogel

Shape 20 Minute Makeover GAIAM prebook 2-22; DVD $14.98 Fitness: A training program with 60 minutes of customizable workouts for fast fat-burning and total body toning.

Shape Ultimate Bikini Body Workout GAIAM prebook 2-22; DVD $14.98 Fitness: A workout for total body conditioning and strengthening.

Anchor Bay Entertainment has scored a workout DVD coup by teaming with Kellogg’s Special K for a major cross-promotion, according to Julie Cartwright, VP of brand marketing for Anchor Bay. Called “Lose Up to an Inch From Your Waist—in 2 Weeks,” the campaign will run from May 1 through June 31. Aimed at increasing awareness among retailers that carry Kellogg’s products as well as those that don’t, the promotion will feature Anchor Bay’s 10 Minute Solution brand on 43 million Kellogg’s Special K products, from cereal to snacks, she says. The products will feature the 10 Minute Solution logo and an image of Jessica Smith, instructor of 10 Minute Solution: Quick Tummy Toners, which is available now. A sampler DVD will be contained within 2 million Special K product packages, and the rest will have a mail-in offer for the sampler. The promotion is designed for the entire 10 Minute Solution line, with a new 10 Minute title to be released in May, Cartwright says. —C.S.