Mills Walks Big Red Dog; Radisson Rides Franklin

Brandweek, August 21, 2000 by Sonia Reyes, Mike Beirne

Scholastic Entertainment rolls out the welcome mat for the Labor Day TV debut of Clifford the Big Red Dog with a cross-promo of the 40-year-old kids' classic with blue-chip sponsors General Mills and Subway and a host of licensees, all backed by print ads in Child and Family Fun, the Internet and Scholastic's vast distribution channels of book clubs, book fairs and classroom magazines.

In scope, the project eclipses even Scholastic's Harry Potter "because we're leveraging every one of our divisions' assets," said executive director-marketing Scott Fuller, who views Clifford as one of the last untouched evergreen children's properties with an established fan base."

General Mills, seeing "a chance to get in on the ground floor of a hot new show with a strong established equity," per Big G marketing manager Doug Pritchard, for a year will feature Clifford's likeness on its "Kid-tested, Mother-approved" Berry Berry Kix and original Kix cereal boxes targeting the 3-7 set.

Through early 2001, Subway will include one of four Clifford toys in its Kids' Pak meals of deli sandwich plus drink and cookie, at 14,000 eateries in 75 countries. Through 2001, Lifetouch Studios at J.C. Penney stores will snap pics of kids to a Clifford backdrop.

Licensees include Dan River with bedding, American Greetings with cards and party goods, and Toy Island with plush toys. Both Scholastic and PBS will launch Clifford Web sites this month. CD-ROMs and home videos are in the works.

Seeing that last year's on-pack mail-in offer bumped apple juice and apple sauce sales by 20%, Mott's is partnering with Nickelodeon's Rugrats in Paris: The Movie in its first instant-win, on-pack back-to-school promo in September, said product manager Mike Ryan. Some 85 million packs will tout prizes of 10 suitcases containing $300 worth of Mattel's Rugrats toys, $80 pairs of Sing and Swing Angelica dolls and Bounce and Babble Dil dolls, and My Size puzzles. Through December, pictures of Rugrats' Tommy, Angelica, Chuckie and Dil will adorn packs.

A second promo across Mott's licensed Rugrats apple sauce line in Fruit Punch and Watermelon flavors will deliver free on-pack sticker tattoos of all six characters. An FSI, POP and ad in Nickelodeon magazine supports.

Piggybacking on Franklin's popularity with Nick Jr. and its fall debut on CBS' Saturday morning lineup, USA Home Entertainment has inked partnerships with Radisson Hotels, Sears and Applebee's Restaurants to launch the turtle character's first feature-length movie due Oct.10 in video and DVD.

Franklin and the Green Knight, from Canadian animation house Nelvana, will be backed by ads via TBWA/Chiat/Day, L.A., hitting TV, radio, Internet and magazines such as Parents, Sesame Street Parents and Parent & Child ,said Jackie Lawes, USA's manager of children and special event marketing.

Born from a children's book series and airing daily on Nick Jr. since 1997, Franklin has crawled to No. 1- or No. 2-rated spots for 2-to-5s on broadcast, cable and syndicated TV, per Nielsen. The movie, in which Franklin--worried that a new sibling will displace him in his parents' affections--sets out to prove himself by going off in knight garb to end a relentless winter, should prompt a further push on a property already numbering 50-plus licensees.

Looking to boost weekend getaway business during a slow leisure-travel season, Carlson's Radisson unit offers consumers coupons for one of two nights free at more than 250 hotels in the U.S. and Canada when they buy the $15.99 video or $24.95 DVD.

Once Franklin gets consumers to the hotel, POP and front desk staff will try to enroll them in the Gold Rewards loyalty club, said Brian Stage, evp-marketing and sales. The flick is touted in Radisson's in-room magazine Voyageur.

Sears will continuously play Franklin TV episodes through September in 1,000 portrait studios along with a trailer flagging the debut. Franklin boutiques stocked with apparel, home furnishings, videos and toys (Brandweek, Feb. 14) likely will add a Green Knight version of Kidpower's talking Franklin plush doll.

During October, 1,200 Applebee's will promote the video on tumblers and child tablemats that include a Sears coupon for the video and portrait studio.