Toys R Us Gets DTV Exclusive26 Aug, 2003 By: Erik Gruenwedel
Toys “R” Us is getting a 30-day nationwide exclusive beginning Oct. 21 on the DVD/VHS launch of the direct-to-video animated musical preschool series “itty bitty Heartbeats.”
Created by Beverly Hills, Calif.-based LevyMann Entertainment, Heartbeats will be available on DVD at $12.99, and VHS at $9.99. The mass retailer also will market a $16.99 combo pack that features a VHS of four episodes, a CD of original songs and toy figures of the series' lead characters, CoolHeart and SweetHeart.
David Lebowitz, director of business development for LevyMann, said the company granted the toy retailer the exclusive after it conducted test marketing on the brand. “Obviously it was a huge coup for us to close a deal like this and launch a video on a national level with a new brand,” Lebowitz said, adding that distribution deals with other retails will be announced shortly.