Following a string of successful Daniel Tiger’s Neighborhood live shows, pubcaster PBS KIDS ramped up its interactive theater licensing with Fred Rogers Productions, which launched the first live show based on the net’s animated series Peg + Cat. Produced by the Bay Area Children’s Theater and Brad Simon Organization, the traveling musical recently wrapped a 27-city tour. “[Brad Simon] has been seeing the value and potential in us and finding new ways to make the content accessible to kids,” says head of brand licensing Dawn Ciccone.
Additionally, new CP deals with IKOS Toys, Peerless Plastics, Leap Year Publishing and Steel City Brands were inked for a number of PBS KIDS properties in the US, and the pubcaster bolstered its online brand engagement, too. “We recently put together a new Amazon brand page,” says Ciccone. “It’s an umbrella strategy to see all of our show properties have a fully branded page within it.”