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Warner Home Video, DIC Join Forces for ‘Trollz' DVDs

28 Jul, 2004 By: Erik Gruenwedel

Calling it one of the “hottest properties for girl consumers,” Warner Home Video (WHV) has entered into a multiyear deal with DIC Entertainment to distribute up to nine Trollz videos and direct-to-video fare beginning in fourth-quarter 2005.

The videos are part of a multifaceted campaign targeting back-to-school tweens — preadolescent kids between the ages of 8 and 13 that represent a $260 billion annual market — that DIC, along with separate partners, will roll out throughout all major merchandise categories in the United States.

In April, DIC acquired the worldwide entertainment and licensing rights to the 50-year-old spiky-haired Troll brand.

More than 90 percent of tweens watch at least one DVD a week; 50 percent view up to four rentals per week, according to Chicago-based C&R Research Services.

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