Distributed by Warner Home Video, the titles include favourites Ed, Edd and Eddy, The Powerpuff Girls and Codename: Kids Next Door. Cartoon Network has targeted Woolworths to be its key long-term retail partner.
To create maximum impact, an integrated marketing campaign has been developed to support the launch, which includes a 20-second ad airing on Cartoon Network, a dedicated online microsite, consumer advertising, editorial features in Cartoon Network magazine, PR and point of sale units and standees in all 820 Woolworths outlets.
"We are really excited to be operating back in the DVD market," said Simon George, VP of Cartoon Network Enterprises EMEA. "Cartoon Network is a strong kids brand and by focusing on top performing shows we're confident we can grow this into a significant business for us."
The firm is planning to roll out three further titles in the autumn, as well as more for 2007.