HIT gives Barney and Bob merch some promo punch

Kids powerhouse HIT Entertainment is testing the strength of its North American infrastructure by giving all its tent peg licensed properties a major State-side promotional push this year. Working through Dallas, Texas-based Lyrick Studios, which it acquired for US$275 million in March 2001, HIT will tout the May release of a new Barney direct-to-video title–Barney’s Beach Party–with ‘The Barney Beachstakes,’ a contest giving away a week-long family trip to Hawaii. Runner-up prizes for the sweeps, which started last month and which will be promoted on all Barney videos released through to August, include beach towels, videos and Scholastic book sets.

Bob the Builder has gobbled up his first food licensee, with branded Brach’s Fruit Snacks that launched on shelves last month. Partnering up with Hasbro for a year-long consumer promo, HIT will be giving away two exclusive Bob the Builder die-cast play tools to kids who mail in two Brach’s proofs of purchases and US$2.

Madeline revamp attracts ubiquitous juice partner Langers

Seeking to strengthen Madeline’s level of brand recognition, DIC Entertainment is giving the property a makeover to emphasize the icons associated with the Madeline character, such has her yellow hat and the Eiffel Tower. The new look has reeled in Langers Juice, an L.A.-based natural beverage company that is burning up the entertainment tie-in track right now, having recently signed on as a major promo partner for 20th Century Fox’s March-launching CGI feature Ice Age.

Langers is currently running an on-pack offer on two million juice bottles, giving consumers US$7 off the retail price of Madeline Big Adventures Deluxe Collection CD-ROM when they purchase the PC game bundle from Encore Software’s website (www.encoresoftware.com). Links to Langers’ site (www.langers.com) will let kids download digital coloring books and games, and they can also enter to win Madeline birthday prize packs and a one-year supply of juice. The promo will benefit from nearly 10 million FSIs.