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PorchLight propels Jay Jay into apparel and seeks promo partners for PBS launch...
March 1, 2001

PorchLight propels Jay Jay into apparel and seeks promo partners for PBS launch

Haddad Apparel Group and S. Goldberg & Co. are set to take flight with licenses for PorchLight Entertainment preschool series Jay Jay the Jet Plane. Haddad will produce a range of boys and girls activewear, playwear, outerwear, swimwear, gift sets, layette-related merch and kids accessories. S. Goldberg & Co. will create a line of children’s footwear, ranging from slippers to dress shoes to jellies. Product will be available this fall at department, mid-tier and specialty stores across the U.S.

Jay Jay the Jet Plane has been picked up by PBS and will begin airing in June as part of the PBS KIDS Ready to Learn block. At press time, Toronto-based prodco Knightscove Entertainment announced that it had acquired an equity position in the series production, and 14 new half hours are set to follow on the heels of the existing 26 eps scheduled for PBS. PorchLight is gearing up with a full-blown marketing plan and is currently seeking promo partners for the property. Jodi Sklar, PorchLight’s director of marketing and promotions, is looking for brands, QSRs and packaged goods companies specifically targeting kids two to six, as well as their parents.

Nancy Bailey opens Gateway to licensing

Agency Nancy Bailey & Associates has signed an agreement with computer manufacturer Gateway to launch and manage a licensing program using Gateway’s logo and trademark cow spots. Because the cow spots offer a fun lifestyle option for a technology brand that is more about family home computing than B2B, Nancy Bailey & Associates felt there was an opportunity for licensed products enhancing the home computing experience. Licensing is currently available across various categories, including back-to-school bags, school supplies, accessories and Halloween costumes.

Looney Tunes books launch in China as dairy license expands

China-based Jeili Publishing launched the country’s first-ever Looney Tunes story books in January at the Beijing International Book Fair. The launch expands Warner Bros.’ merchandising entry into China, and the company hopes publishing will develop a base for well-received character brands, opening the door for other educational and entertainment products in the territory. On the heels of the book launch, Jeili publishing plans for Looney Tunes include coloring/activity books, look-and-find books, flash cards and other educational titles.

And Warner Bros. Consumer Products has awarded Looney Tunes licensee China Premium an expanded license for branded milks and juices in China. As the China Dairy Producers’ Association pushes to increase domestic milk consumption by 15% annually, a recent release reports that China’s annual per capita consumption rests at the 2% level in developed nations. The company currently markets and sells Looney Tunes branded milk and juice in Shanghai and Hangzhou, and this expansion allows China Premium to pursue production agreements with dairies

throughout China.

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