News in Brief

Ehhh, what's up with NASCAR, doc?
June 1, 2003

Ehhh, what’s up with NASCAR, doc?

Hitting the racing circuit hard for the third year in a row, Warner Bros. Consumer Products is pairing up its Looney Tunes characters with NASCAR drivers including Jeff Gorson (Yosemite Sam), Joe Nemechek (Bugs Bunny) and Kevin Harvick (Tasmanian Devil). The toon icons will be liberally splashed on Chevy cars competing in Winston Cup, Craftsman Truck and Busch series races in November, just before Looney Tunes: Back in Action bows in theaters. The race weekend will be televised on NBC, and collectible Looney Tunes NASCAR merch will be available for purchase on-site.

Scholastic and Bob Evans make eating out a learning experience

Sticking to its plan to partner with more family restaurants in the realm of QSR promotions, Scholastic Entertainment has signed a deal with Bob Evans Restaurants for a year-long program featuring themed activity books that borrow content from Scholastic’s many kids publications. The initiative, which began last month in 500-plus Bob Evans locations in the U.S., will start off exploring the topic of transportation until the end of this month, before moving onto other themes like ocean life, inventions, safaris and communication.

Promo partners get set to sail with Sinbad

DreamWorks Consumer Products has unveiled its promotional crew for upcoming animated feature Sinbad: Legend of the Seven Seas, slated to hit theaters on July 2. Burger King is running a four-week kids meal program (featuring collectible premiums at more than 8,500 outlets), and Baskin-Robbins’ 2,400-store initiative will encompass themed treats like the Deep Blue Menace Sundae. Coinciding with the efforts of these multi-pic partners, a wave of promo activity from new partners is also cresting. General Mills has pitched in with on-pack promotions for its Big G Cereals, Tostinos and Pop Secret brands. And M&Ms is supporting the film in theater with a value pack promo including a collector cup.

The film follows notorious rogue Sinbad, who embarks on a seafaring adventure with the beautiful Marina. The pair must battle Eris, the goddess of Chaos, to save the fabled Book of Peace and Sinbad’s best pal Proteus.

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