It's A Wrap
This fall, kids could turn the new cartoon series "Mummies Alive" into a licensee's dream.
It happens every fall. A slate of new TV programs for kids hits
the airwaves accompanied by a flurry of expectations and
promotional build-ups. The stakes are high, the competition
plentiful. And for those shows that catch on, the proverbial pot of
gold at the end of the rainbow is the money to be made from
licensed merchandise.
Of course, picking the winners from among the also-rans is
anything but easy. Would you have bet on the appeal of, say, a band
of warrior turtles from the sewers of Manhattan? Or what about a
pair of lovable bananas decked out in striped sleepwear?
"If this were an inherently predictable business, there
would be fewer mistakes made," says Martin Brochstein,
executive editor of The Licensing Letter, a bimonthly
newsletter. "There is no accounting for the tastes of American
children--or adults, for that matter."
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Go figure: Both the Teenage Mutant Ninja Turtles and Bananas in
Pajamas struck a chord with young viewers. How will these same
youngsters respond to the cast of characters in this fall's TV
lineup? Whose likenesses are destined to appear on lunch boxes or
be turned into toys and action figures?
Alas, there's no telling. But because the children's
licensed properties industry is such big business for small
businesses, we thought it would be interesting to go behind the
scenes of one of this season's most highly anticipated shows.
If you've ever wondered exactly what goes into the making--and
merchandising--of a syndicated TV series for kids, follow us into
the mysterious world of "Mummies Alive."