Description: An animated feature film based on the classic Rogers and Hammerstein Broadway hit.

Licensor: Morgan Creek

Licensees:

Playmates Toys Master toy licensee: action figures, plush, play sets

Scholastic Master publisher

Decopak Cake decorations

Rubies Costume Co. Halloween costumes

High Point Knitting Children’s socks

S. Goldberg Children’s heroes

Licensing Syndicate and Ellipse Agency are handling the international licensing programs.

Promotional Partners: Negotiations are in progress.

Media Support: ‘We’re taking every single opportunity to go out there,’ says Brian Robinson, director of marketing and licensing at Morgan Creek. Ad campaigns supporting the property will encompass trade and consumer publications, as well as kid-targeted publications.

Retail: No retail information was available at

press time.

The Final Word: ‘A lot of parents with kids and younger people in their 20s are going to the theater. The Lion King, Titanic and Rent-[Broadway shows] all skew very young,’ says Robinson, who plans to leverage the merchandising of the movie with the high recognition of the property among parents. ‘Parents are aware of the history of The King and I-and a lot of licensing is parent-driven.

‘Obviously, kids have to like and request the goods, but the fact is that parents are the people who do the buying,’ says Robinson. VR