The TV launch of 60 x 11 minute shows in autumn will be coupled with Universal's national full length feature film roll-out in October. Vivid will be launching a comprehensive range of Curious George soft toys, vehicles and playsets developed by US firm Toybiz. TV advertising of the range, featuring the iconic Tickle and Giggle Curious George feature plush, will start September with a 360-TVR campaign.
Further Curious George products will also be released to coincide, including the Curious George video game across four key hardware platforms, a publishing programme based on the Film and TV Series and a Jack Johnson soundtrack which is already number one in US music charts.
"Vivid are thrilled to be a major partner in the Curious George brand roll-out in Autumn, " said Emma Sherski ,Vivid licensing and marketing director. "With the TV series, movie and DVD all happening in the first six months we believe Curious George offers a unique and sustainable edutainment preschool brand position. With the combined marketing clout of Universal and ourselves we believe Curious George will be the big Christmas hit in the fast-growing character preschool market."