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Universal hatches a modern merch plan for its prehistoric toon

Littlefoot and his friends are jumping to the small screen in 2007. The wee dino made his big-screen debut in 1988's Land Before Time and went on to star in 10 direct-to-video features that together have sold 60 million units and generated more than US$1 billion at retail. Universal Studios Home Entertainment Family Productions is working on the first 26 episodes of a Land Before Time TV series that will air on Cartoon Network, and the company's consumer products team is hashing out a new merch strategy for the spin-off. Targeting kids ages two to eight, master toy and apparel will take the lead in a mass-market program scheduled to roll out at retail after the show bows on Cartoon sometime in 2007, according to USCPG executive VP Beth Goss. In addition to scouting for these partners, she's looking to lock down accessories, back-to-school, electronics, food & beverage, gifts & collectibles, health & beauty, home décor, interactive and wireless licensees to round out the dino-centric program.
October 1, 2005

Littlefoot and his friends are jumping to the small screen in 2007. The wee dino made his big-screen debut in 1988′s Land Before Time and went on to star in 10 direct-to-video features that together have sold 60 million units and generated more than US$1 billion at retail. Universal Studios Home Entertainment Family Productions is working on the first 26 episodes of a Land Before Time TV series that will air on Cartoon Network, and the company’s consumer products team is hashing out a new merch strategy for the spin-off. Targeting kids ages two to eight, master toy and apparel will take the lead in a mass-market program scheduled to roll out at retail after the show bows on Cartoon sometime in 2007, according to USCPG executive VP Beth Goss. In addition to scouting for these partners, she’s looking to lock down accessories, back-to-school, electronics, food & beverage, gifts & collectibles, health & beauty, home décor, interactive and wireless licensees to round out the dino-centric program.

About The Author
Lana Castleman is the Editor & Content Director of Kidscreen and oversees all content for Kidscreen magazine, kidscreen.com and related kidscreen events. lcastleman@brunico.com

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