News in Brief

Chicken chain signs long-term Between the Lions deal
March 1, 2004

Chicken chain signs long-term Between the Lions deal

A new two-year Between the Lions cross-promo with Atlanta, Georgia-based restaurant chain Chick-fil-A should generate millions of impressions for the PBS Kids show. With 1,120 restaurants across the U.S., the chicken QSR will distribute books based on the series produced by WGBH Boston in return for an underwriting credit that will air at the end of each episode. The five books are an assortment of classic Aesop Fables, with introductions written by Between the Lions characters. With the tagline ‘Growing Kids Inside Out,’ Chick-fil-A’s kids meal program centers on premiums that promote learning and communication with families.

Nelvana boosts its Berenstain Bears brand for summer weekend breaks

Kids ages three to 12 who stay at a Doubletree Hotel in North America between Memorial Day and Labor Day will receive a free Doubletree kidsCAREpak, thanks to a deal between Corus Entertainment’s Nelvana and the hotel chain. The canvas backpack will contain a Berenstain Bears book, a branded magnetic picture frame, Bears merchandise discounts and an entry form for a sweeps to win a family trip to New York City.

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