LOS ANGELES, June 30 -- Equity Marketing, Inc., a leading marketing services firm, today announced that its new line of consumer products based on Disney's Kim Possible will be available exclusively at Wal-Mart beginning July 2003.
The launch will be supported by a collaborative advertising and promotional campaign developed by Disney and Wal-Mart to generate maximum exposure for the new line. Highlights of the marketing effort include:
- Wal-Mart Television Network - Kim Possible toys will be featured daily from July 28 through August 24.
- Coca-Cola Promotion - From July 20 through August 16, select packs of Coke Classic will feature Kim Possible Kimmunicator cards (five total) inside packaging.
- Disney Channel On-Air Promotion - From mid-July through September 6, Disney channel promotions will highlight all new Kim Possible episodes.
- Retailtainment At Wal-Mart - On September 6, in-store excitement will be created, culminating in the premiere of a never-before-seen Kim Possible episode airing on Wal-Mart TV.
- Disney Channel/Wal-Mart On-Air Promotion - From August 6 through September 6, Disney Channel on-air promotions will encourage fans of the series to go to the Wal-Mart Retailtainment event on September 6.
- Online Marketing - From August 19 through September 5, Kim Possible will be featured in the "What's In-Store" section of walmart.com.
- Act II Popcorn Promotion - From July through September, this Wal-Mart specific promotion (select stores) will promote the upcoming Kim Possible home video & DVD release.
- Wal-Mart Circular - Kim Possible product featured in August and September.
- Video & DVD Release - On September 2, a Kim Possible video compilation featuring a new episode and CGI interstitial will debut supported by a strong media campaign.
"We are very pleased with the marketing support that both Disney and Wal-Mart have provided for the launch of the Kim Possible line," said Mark Siegel, vice president of consumer products marketing for Equity Marketing. "Everyone involved with Kim Possible believes that the brand has excellent potential, and the level of resources that Disney and Wal-Mart have committed to the launch will enhance its overall awareness and visibility. The television show has received strong ratings since its debut in June 2002, and we believe our line of fashion dolls, mini-dolls, novelties and plush items will be well received by the large base of Kim Possible fans that has developed in the past year."
"The success of Kim Possible is driven by action-packed storylines which translate well into merchandise in many categories," said Andy Mooney, chairman, Disney Consumer Products Worldwide. "Our ongoing efforts to create merchandise inspired by Disney Channel programming continues to be a successful venture, and we are extremely pleased to have such broad launch support at Wal-Mart stores in the United States."
Equity Marketing's Kim Possible merchandise will be sold exclusively at Wal-Mart through the end of 2003, at which time it will become available in other mass and specialty markets through the United States.
About Kim Possible
Disney's Kim Possible follows the comedic action-adventures of a typical high school girl who, in her spare time, happens to save the world from evil villains. Along with her best friend Ron Stoppable; his pet, a Naked Mole-rat named Rufus; and their webmaster buddy Wade, who feeds them vital information via a special Kimmunicator device, this girl-next-door-turned-superhero foils archenemies around the globe. Then, it's back to her family and homework.
In May 2003, Kim Possible was the No. 1 basic cable program on Friday from 6:30 p.m. to 7 p.m. with kids ages 6 to 11 (tied with Nickelodeon) and tweens ages 9 to 14. The show airs 12 times per week on Disney Channel and Saturday Mornings on ABC Kids.
About Disney Consumer Products
Disney Consumer Products is the division of The Walt Disney Company that extends the Disney brand to merchandise ranging from apparel, toys, home decor and books to interactive games, food and beverages, electronics and fine art. This is accomplished through the work of the division's various lines of business: Disney Toys, Disney Softlines, Disney Hardlines, Disney Publishing, Buena Vista Games and Baby Einstein. The Disney Store, which debuted in 1987, also falls under DCP, carrying mostly exclusive, non-licensed merchandise.
About Disney Channel
Disney Channel, combining original series and movies, is the first general entertainment television network designed for kids and families. Available in more than 80 million U.S. Homes, Disney Channel is a division of ABC Cable Networks Group, a subsidiary of The Walt Disney Company.
About Equity Marketing
Equity Marketing, Inc. is a leading global marketing services company based in Los Angeles, with offices in Chicago, New York, London, Paris and Hong Kong. The Company focuses on the design and execution of strategy-based marketing programs, with particular expertise in the areas of: strategic planning and research, entertainment marketing, design and manufacturing of custom promotional products, promotion, event marketing, collaborative marketing, and environmental branding. The Company's clients include Burger King Corporation, CVS/pharmacy, Diageo, Discover Financial Services, Dr Pepper/Seven Up, Kellogg's, and Procter & Gamble, among others. The Company complements its core marketing services business by developing and marketing distinctive consumer products, based on trademarks it owns or classic licensed properties, which are sold through specialty and mass-market retailers. More information about Equity Marketing is available on the Company's web site at www.equity-marketing.com.
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