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Warner Fights on With 'Bakugan'

31 May, 2008 By: Chris Tribbey

Cartoon Network is throwing a lot of weight behind its popular children's anime series “Bakugan,” debuting on DVD from Warner Home Video Aug. 26 (prebook July 22).

No. 1 in its time slot when it debuted in February (with 3 million viewers), the series is getting a slew of licensed toys and apparel, comic books, and a Web site with games and forums. The series is aimed at boys ages 6-11, and follows young Dan and friends who use otherworldly powers to stave off invaders intent on world domination.

“One of the things Cartoon Network is the best at as a company is being a home for boys action and adventure brands,” said Cartoon Network Enterprises SVP John Friend. “That said, we're giving ‘Bakugan' a big push because we think it's a fun, new, exciting concept and property that kids, and boys especially, are going to be interested in. The success the brand has enjoyed to date has demonstrated that.”

The Bakugan: Battle Brawlers — Chapter 1 DVD will feature the first five episodes of the series and will be packaged with trading cards for $14.98. Friend said that more viewers also are latching onto the game on which the series is based.

“We think [$14.98] is an appropriate price point for what we're providing to our consumers, who are primarily kids who are watching the series on our network,” Friend said. “The brand is all about collectibility and buying into the property. At $15 we're giving them a good opportunity to do just that.”

Friend also praised distribution partner Warner for its work in launching the DVD.

“With ‘Bakugan,' we know we have a huge opportunity on our hands and to have a distributor with the depth, experience and talent that Warner Home Video possesses, we feel is a tremendous asset to us,” he said.

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