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Universal Launches Merchandising Program Based On All-New Land Before Time Animated Series
Reported by Jay Cochran - 05:17 PM 2007.05.15


The Land Before Time is one of the most successful home entertainment franchises of all-time boasting $1 billion in worldwide sales and nearly 20 years of brand equity. With the introduction of an all-new daily television series on Cartoon Network in March 2007, Universal Studios Consumer Products Group will capitalize on this increased awareness to launch the property's first wide-scale merchandising program at mass-market retail. The Land Before Time merchandise line will debut in Fall 2007 with product from master toy partner Playmates, along with books from HarperCollins and games, puzzles and DVD games by Pressman Toys. Universal is currently seeking additional licensing partners in apparel, accessories, home furnishings, health and beauty, consumables and more to launch in Spring 2008.

The Land Before Time merchandising program is supported by Universal Studios Family Productions' animated television series, which features 26 original episodes, each 22 minutes in length, now airing on Cartoon Network. The new series, which launched as the No. 1 show in its time slot with kids 6-11*, brings the richly animated prehistoric world to more than 91 million homes in the United States. It is currently being sold to international distributors. In addition to the television series, three new DVD titles are expected to bow in 2007 two all-new DVDs featuring episodes from the television series will hit shelves in Q3 and Q4 followed by a new full-length movie on DVD slated for release near the holiday season.

"The Land Before Time is one of the most successful children's franchises in the market today," said Debbie Luner, Vice President of Global Marketing and Brand Management. "As we continue to develop new content for the property, we expect its fanbase will grow, presenting new opportunities at retail. The initial launch of The Land Before Time merchandising program is a targeted approach aimed to develop a strong foundation for the property. We are looking to build upon the initial product offering by pursuing partners across a variety of categories to support the brand in this new licensing venture."

Playmates Toys' new line is designed to create fun and imaginative play for children while reinforcing the property's enduring themes of friendship, courage, diversity and adventure. The full line will feature figures, vehicles, playsets and plush inspired by the animated television series and its most popular characters including Littlefoot, Chomper, Cera, and Ducky. Additionally, Pressman Toys has created a delightful line of games, puzzles and DVD games based on the endearing property while HarperCollins will translate the property into a series of titles that expand upon stories told in the animated series.

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