Konica USA and the Jim Henson Company have linked up on a multipronged promotion for The Wubbulous World of Dr. Seuss, a new show based on the classic children’s book series that airs Sunday nights at 8 p.m. on Nickelodeon.
Robyn Kerner, Jim Henson Company’s senior director of marketing, says, ‘It was a first to put together a full-blown promotional program for the Dr. Seuss franchise to begin with, so we really didn’t want to do anything that was typical or run-of-the-mill this time around.
‘We wanted to work with a promotional partner that would be willing to take things further, and Konica has certainly been willing to do that by creating a program that has a lot of fun and interactive elements that help give kids a closer relationship to the characters in the show,’ she says.
The licensing agreement involves both on- and in-pack promotions with Konica 35mm film and single-use cameras, with one of the main elements being the offer of a free Cat in the Hat magnetized photo frame with the submission of two Konica proofs of purchase.
Additionally, 50,000 Wubbulous World coupon books are being distributed through point-of-purchase displays in camera stores, drugstores, supermarkets and mass-merchandise stores across the country. The coupons can be used for discounts on merchandise produced by the show’s 35 official licensees, including Mattel and Random House.
Another promotional feature is a sweepstakes offering such prizes as a trip to the Wubbulous World studio in New York City, original framed Wubbulous World artwork signed by the show’s puppeteers, and a complete Wubbulous World library.
The final component of the promotion is a Wubbulous World-themed single-use camera that includes a free in-pack sticker set and a coloring and activity area on the camera’s packaging.
Kerner says the promotional focus for The Wubbulous World of Dr. Seuss over the next six months will turn to more retail-focused tie-ins, such as the establishment of in-store boutiques and store-specific sales promotions.