News in Brief

Thornberrys support disappearing species...
April 1, 2001

Thornberrys support disappearing species

Nickelodeon’s The Wild Thornberrys has joined with environmental organization The National Wildlife Federation to create awareness and educate kids about endangered species. The key on-air event, branded ‘Keeping the Wild Alive,’ airs April 2 to 7 with episodes focusing on animals facing extinction, including the grey wolf and the manatee. Fun 30-second animal fact interstitials hosted by Eliza Thornberry will also run after each ep. To support the partnership, the NWF website ( has a special content page devoted to the featured animals, and the organization’s April issue of Ranger Rick Magazine sports a page of games and facts. The event will also have a presence on Cable In The Classroom. Special endangered species plush toys, with an NWF endorsement, hit retail in the fall with part of the proceeds going to the nonprofit’s preservation fund.

Coke pushes into juice and snacks with Disney and Potter

On the heels of announcing its intention to form a juice and snack food company with Proctor & Gamble, Coca-Cola is already beefing up the profile of its non-carbonated lines with a new 15-year Disney marketing deal. Minute Maid juice drinks Mickey’s X-treme Coolers and Pooh’s 100 Wood Apple-Berry will be the first to sport Disney animated characters on their packaging. Milk- and water-based drinks, punches and smoothies are up next.

Coke also recently signed a US$150-million multiyear deal with AOL Time Warner for an exclusive global cross-marketing campaign centering around the upcoming Warner Bros. feature Harry Potter and the Sorcerer’s Stone.

Girl’s night out

Tweety bird is hosting a Hollywood slumber party weekend for four lucky girsl ages nine to 14 as part of a Warner Bros. Consumer Products and Girl’s Life magazine contest. The June/July issue of Girl’s Life will generate pre-awareness for the sweepstakes with a teaser ad, and a slumber-party themed lifestyle spread in the August/September back-to-school issue highlights the contest with an entry form. The mag’s website also contains contest info, linking to for registration.

Digimon and Burger King pair up Puerto Rican style

Burger King has teamed with Saban Consumer Products for a hot Digimon QSR promo running in 130 Puerto Rico restaurants from April 25 to June 7. Kids meals will feature one of three Digimon toys-digi racers, digi shooters and digi transporters-each with six color combos and featuring six different Digimon characters, for a total one million premiums. Extensive local support includes radio and TV spots, in-store signage, local grassroots promos and character appearances.

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