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Viacom’s magic at Toy Fair

Viacom Consumer Products showcasing three properties at Toy Fair, according to Jeanne Redlin, director of marketing, but the undisputed highlight is the up-for-grabs licensing rights to an animated spin-off of ABC's Sabrina, The Teenage Witch series. Sabrina: The Animated Series, which...
February 1, 1999

Viacom Consumer Products showcasing three properties at Toy Fair, according to Jeanne Redlin, director of marketing, but the undisputed highlight is the up-for-grabs licensing rights to an animated spin-off of ABC’s Sabrina, The Teenage Witch series. Sabrina: The Animated Series, which will air Saturday mornings on ABC, as well as in UPN’s after-school lineup, will feature Melissa Joan Hart’s little sister, Emily, voicing the role of Sabrina. Viacom Consumer Products holds rights to the entire brand, including the live-action series that enters syndication in the fall and continues to rate number one on ABC’s TGIF lineup.

Tim Burton’s Sleepy Hollow, a Paramount feature to be released in the fall, is also being introduced, offering collectible, publishing and other limited lines typical to a niche movie, says Redlin. The licensing program for the film, which will likely be rated ‘R,’ targets teens and the 18 to 34 demo.

Mighty Mouse is the third push for Viacom, with a Mighty Millennium merchandising program that highlights sports lines like apparel, a kids energy drink and a soccer ball. The classic property has enjoyed strong consumer interest since its U.S. parade balloon tour and 1998 NBA player tie-ins.

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