The Mask animated series from New Line Cinema has entered into its second season with flavor. That is, a new Baskin-Robbins promotional flavor. The partnership between New Line Cinema and Baskin-Robbins has led to the introduction of a new ice cream flavor based on the animated series. The ‘Somebody Stop Me Twist’ will be available in more than 2,500 Baskin-Robbins stores during August as the flavor of the month.

Additional promotional activities include a new set of on-air spots created for the syndicated launch of the property. The Mask will also begin an extensive character appearance program this fall in local retail outlets, malls, state fairs and station events.

The Mask will appear in its own Web page beginning in September, allowing kids to become involved in a variety of interactive activities.

Due to the many personalities involved with the character, a major Halloween promotion with a national retail chain is currently being developed. The promotion will include a premium offer and extensive advertising in-store, in newspaper circulars and in other print vehicles.