Can the BKN brand draw marketers to movies for kids?

Wanna tie your brand to Robin Hood, King Kong or The Legend of the Dragon? A Toronto-based distributor has the DVD rights to release several titles from global animation giant BKN.

Toronto-based Morningstar Entertainment, an independent home entertainment distribution company, is poised for a major launch of the BKN Kids brand in Canada – and marketers are invited to come along for the ride. The global animation giant, BKN Home International, signed a contract with Morningstar for the national retail DVD releases, starting in March, of The Legend of the Dragon series (which aired previously on CBC), animated features and series for Kong (yes, the King Kong) and Robin Hood: The Quest for the King.

Multiplatform cross-promotions are possible with the Morningstar releases, from video ads included with the programming to tie-ins with in-store promos and microsites. HBC has previously inserted video for a Morningstar DVD release, Torino 2006: Canada’s Quest for Success. Last year, Markham, Ont.-based Sales Promotions Services approached Morningstar to arrange tie-ins with The Abominable Snowman, an interactive DVD spin on the popular Choose-Your-Own-Adventure line of books – a national release through Wal-Mart, Indigo-Chapters, Blockbuster, Costco, Toys ‘R’ Us and HMV. In-store header cards, stickers, contests and microsite integration were arranged for clients such as Whistler-Blackcomb and Raleigh Mountain Bikes.

Morningstar Entertainment VP sales and marketing Jason Moring tells MiC the company will be promoting the BKN launches to the core 6-12 age demo. Although media plan details are not final, a campaign to promote the releases will include on-air spots (possibly on Teletoon or YTV), print and online.