Wendy's Collars Clifford, Pals for '02 Effort - Wendy and Scholastic Entertainment ink cross-promotion deal - Brief Article - Statistical Data Included

Brandweek, June 11, 2001 by Bob Sperber

Wendy's has struck its first deal with Scholastic Entertainment, a cross-promotion of the popular 40-year-old kids book, Clifford the Big Red Dog, which in fall 2000 made its debut on PBS' kids TV

The promotion, running January-March 2002, includes five exclusive toys based on Clifford, owner Emily Elizabeth, Cleo (a purple poodle) and T-Bone (a yellow dog).Spending wasn't disclosed, but is likely in the area of $4 million. Wendy's spent $245.9 million overall on measured media last year, per Competitive Media Reporting.

The Dublin, Ohio-based fast feeder expects to move 12 million of the toys, which will be dispensed with the purchase of a hamburger, cheeseburger or chicken nuggets Kids Meal that includes small fries and a 12-oz. drink or a 6-oz. Jr. Frosty.

POP, print and d broadcast ads--including a local 30-sec. TV spot--will support. Bates, New York, handles.

Clifford is attractive to Wendy's because not only is the property popular with kids, but it carries parental approval. "We're definitely a family restaurant, not just for kids," said Fay Kamer, Wendy's youth marketing manager.

Wendy's will also promote Clifford videos distributed by Artisan's Family Home Entertainment division, the first two of which were released this past March and are top sellers. Artisan will a]so distribute a Clifford-based Valentine's Day 2002 video promotion backed by a partnership with American Greetings.

For the rest of this year, Wendy's will offer toy giveaways with Looney Toons, Scooby-Doo and the November home video/DVD release of How the Grinch Stole Christmas. Wendy's had offered toy giveaway tie-ins with last year's theatrical Grinch release.

Wendy's is currently offering a miniature Scooterz toy giveaway, a promotion that runs until the end of this month.

Clifford's first fast food partner was Subway whose early 2001 deal placed one of four Clifford toys in Kids' Pak meals.