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The little kids understand - the debut of Teletubbies on PBS - includes related article

Brandweek, April 6, 1998 by Becky Ebenkamp

On the day of their American TV debut on PBS, the Teletubbies, that oddly popular British TV show that has captivated toddlers with its alienlike beings with television set tummies, seem poised to invade our country with the clout of the toy marketing community by their side.

If their success in Britain is any indication, the Teletubbies run in the U.S. will be long and profitable. Along with U.K. media attention that has rivaled that of the Spice Girls, A01h. the Tubbies'record single, "Say Eh-Oh," went straight to the top of the British pop charts and their videos sold faster than any other BBC offering. Dolls were the country's biggest Christmas item, resulting in parental panic scenarios of the Tickle Me Elmo variety.

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But even without a language barrier, it isn't always a cinch for British children's properties to "translate" to the U.S. market. Although Thomas the Tank Engine, another preschool property, has done exceedingly well here, anticipated projects for Mr. Blobby and Budgie couldn't get off the ground.

On first glance, the Tubbies seem a hard sell to parents; the show is geared to those even younger than the Barney demo. Onscreen antics involve eating custard and bumping tummies in a colorful world that would make Sid & Marty Krofft proud.

But getting past their looks may be a challenge. Upon viewing photos of the clan for the first time, American adults lean toward adjectives like creepy" and "freakish."

What Teletubbies and U.S. partner Itsy Bitsy Entertainment do have going for them is the support of the licensing community, with Hasbro, Scholastic, Colorforms, Vanity Fair and others lined up and banking on potential for a slew of products across toys and other categories. In attendance at a recent party celebrating the quirky quartet's U.S. launch were such heavy hitters as Hasbro chairman Alan Hassenfeld and Michael Goldstein, chairman of Toys "R" Us, fully indicating that the program would be ushered into the marketplace first class.

Meanwhile, children didn't have any problem with the Teletubbies schtick as they watched on a giant screen, their parents fighting over Tubbies-shaped party favor backpacks on the way out.

Even before American kids can give the show a thumbs up or down, Tubbies trends are being forecast. Although Tinky Winky (purple) and Po (red) are now all the rage, evidenced by said partygoers clamoring specifically for the backpacks created in their image, the popularity for those two may have already peaked, said one licensee. Most product will not hit stores until third quarter, and come Halloween, the licensee is banking on Laa-Laa and Dipsy--the yellow and green tubbies, respectively--to hit their stride and, in turn, sell more costumes.

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Around the globe, controversy erupts over the Teletubbies' educational merits. At an international conference on children's TV, a heated debate arose on the topic, according to a Reuters report. Critics blamed the show--known for its simple plot lines, excessive repetition and gibberish-speak--for dumbing down children's television globally.

Danish and Norwegian channels want no part of the phenomenon. "The idea of them having TV screens on their stomachs is very hard to swallow," said Ada Haug, editor for children's programs at NRK in Norway, who decided the show is not worth buying. "It is sad so much is focused on the wrapping paper and so little on the content."

Alice Cahn, director of PBS in the U.S., sprang to the Tubbies defense, the story said. "To suggest that this is dumbing down is ludicrous," she said. "It is based on what kids actually do. It shows them the world is a friendly place." Portugal, Australia, New Zealand, Singapore and Estonia have welcomed the fuzzy foursome with open arms.

Meanwhile, back in Merry Ol', the Tubbies' core audience of toddlers may need to slide over on the couch to make room for its growing fan base. The program has gained favor with British club kids: After a night of dancing the party continues at someone's pad as they wind down from amphetamines by zoning out to the show. And a study by a London zoo revealed that Teletubbies is must-see TV for gorillas; it placed among their favorite programs.