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First Family Entertainment Brings Mijos Toys to Life on DVD

19 Oct, 2004 By: Holly J. Wagner

First Family Entertainment and HomieShop will produce a series of computer-animated DVDs based on HomieShop's popular Mijos urban toy line, and MGM Home Entertainment is set to distribute the new franchise on DVD.

"For years people have asked me when they would be able to see Baby Boy, Spooky, Lil Dre and the rest of the Mijos characters do their thing," said HomieShop founder David Gonzales. "Thanks to First Family and the proven talent they bring to the table, my characters will finally be able to walk, talk and act as cool as they look."

More than 10 million Mijos figures have been sold since their introduction four years ago. Mijos figurines are offered in vending machines and neighborhood bodegas in Latino markets, and the toys are available at major retailers like Wal-Mart, K-mart and Target. Character creator Gonzales has written four Mijos books for children's publisher Scholastic.

Craig Bartlett and Joseph Purdy, whose combined credits include such hit animated series as "Hey Arnold!" "Recess," "Arthur" and "Rugrats," will write the screenplay for the first DVD, scheduled to begin production in the first quarter of 2005.

"We believe there is an untapped market for family entertainment which speaks directly to the Hispanic community, and we are excited to bring this popular brand to life," said First Family chairman Dean Valentine.

First Family Entertainment was formed this year to create niche-oriented DVD programming for family audiences. Valentine is formerly CEO of UPN and president of Walt Disney Television and Walt Disney Television Animation; also in the venture are Richard Cohen, former president of MGM Home Entertainment, and Nicholas Van Dyk, former EVP and chief strategic officer of Artisan Entertainment.

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