Goldhil Sees Gold in Kids11 May, 2006 By: Jessica Wolf
Goldhil Entertainment is broadening its reach into the family market with four new interactive video lines, including one based on the popular Bratz dolls.
The supplier also will release interactive DVDs based on the “Choose Your Own Adventure” book series from the 1980s, the Build-a-Bear Workshop retail stores and kids music tour Jamarama Live.
Goldhil wanted to expand the success and marketing expertise it already found in the family market with its “Little House on the Prairie” DVD boxed sets by offering something unique for the retail kidvid market, said Bill Perrault, SVP of marketing.
“Unfortunately, the movie end of the business has become a commodity because the studios have been lowering the pricing to the point that it is a commodity,” he said.
“We wanted to come to retail with something unique that would support a higher list price. We didn't want to compete in that commodity movie business.”
Livin' it Up With the Bratz ($19.98) streets Aug, 1 and includes interactive music videos with the MGA Entertainment characters.
Goldhil also is teaming with Universal Music Enterprises for a series of print and 30-second TV spots that highlight the title's music videos.
July 25 comes Choose Your Own Adventure: The Abominable Snowman ($19.98). It's the first animated feature for the “Choose Your Own Adventure,” brand, which has sold 250 million books since the series first came out in the late 1970s.
It is fondly remembered by 24-to-40-year-olds who have kids of their own with whom to share it now, Perrault said.
Goldhil is partnered with Lean Forward Media for “Choose Your Own Adventure” titles.
The Abominable Snowman features voice talent from William H. Macy, Frankie Muniz and Lacey Chabert. The story follows the strategy of the books; kids can decide the way the narrative plays out by selecting different menu options with the remote.
Goldhil will sponsor a summer snowman-building contest and publicity stunt in New York and Los Angeles to promote the “Choose Your Own Adventure” release. The title also will be featured on 15 million Life cereal boxes over the summer.
The second "Bratz" DVD will arrive this fall and more "Choose Your Own Adventure" discs will come in 2007.
Both are in hot demand, Perrault said. The “Adventure” book series is getting a revival with eight new books released this month, and Bratz toys make up nearly 50% of sales in the doll market, he said.
Also arriving in 2007 is the first interactive DVD based on the Build-a-Bear store concept. Build-a-Bear titles will retail at $19.98 each.
The company previously announced it had acquired DVD distribution rights to the Jamarama Live kids concert series.
The series includes performances from some of the genre's biggest stars such as The Laurie Berkner Band.
The first of this series streets Sept. 12 on DVD at $14.98.