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Xenon Hits the Target With 'Chavo'

By : Angelique Flores | Posted: 10 Oct 2008

Xenon Pictures’ “El Chavo Animado” is getting an extra push in Target stores.

Beginning Dec. 28 the retail chain will have a special endcap featuring “El Chavo” merchandise in the toy sections of about 300 of its stores. A full line of toys, plush dolls and games comes just in time for Three Kings Day on Jan. 6 and will remain through mid-March 2009. The toys will be packaged with inserts promoting the upcoming “Chavo” DVDs.

El Chavo Animado: Temporada 1 Vol. 1 streets Jan. 20, 2009, (prebook Dec. 24) at $14.98 and will be added to the special Chavo toy sections Feb. 8, 2009.

This is the first major merchandising partnership for Xenon, according to Kristi Alires, VP of product management.

The cross-promotion comes through a partnership between Xenon and United Media, Televisa and Fundex. The companies want to create awareness of “El Mundo del Chavo,” which includes the show and branded products.

Chavo merchandise includes plush dolls of the show’s characters, as well as branded dominoes, Lotería games, puzzles, a Phase 10 card game, an El Chavo board game, a chalk and hopscotch activity set, and a ham and cheese sandwich game.

More volumes of the show’s first season will arrive in the months following the Vol. 1 DVD. Vol. 2 streets Feb. 10, 2009 (prebook Jan. 14); Vol. 3 streets March 24, 2009 (prebook Feb. 25); and Vol. 4 arrives April 21, 2009 (prebook March 18). Each DVD is $14.98.

The main character in “El Chavo Animado” is based on the popular 1970s live-action Mexican show “El Chavo del 8,” which was created, written, produced by, and starred Roberto Gómez Bolaños.

“For almost 40 years, Roberto Gómez Bolaños’ immortal character has been a source of laughter and entertainment for people throughout the Spanish-speaking world,” Alires said. “To date, more than 600,000 ‘El Chavo del 8’ DVDs have sold in the United States alone. Now Bolaños is back in this all new animated series, ‘Chavo Animado.’”

Bolaños writes for this animated incarnation of the Spanish-language children’s TV show that is aimed at children ages 4 to 11. “El Chavo Animado” airs on Galavisión, part of Televisa.

“The animated version of ‘El Chavo del 8’ is creating a new generation of fans,” Alires said. “‘Chavo Animado’ season one debuted on Univision in January 2008 as the No. 1 entertainment show in its time slot.”



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