FRANKLIN GOES TO CHICAGO
By Adnews Staff
Toronto-based Nelvana Ltd. has announced a new marketing program with Chicago-based Sears, Roebuck and Co., that will see Nelvana's Franklin character brand introduced in the United States. Franklin is the star of a pre-school animated television series based on the best-selling books by Paulette Bourgeois and Brenda Clark. The merchandising effort, Nelvana's largest ever, is part of the company's plans to build its merchandise licensing operations. The program gives Sears exclusivity of Franklin apparel and other items. In addition, Sears will carry a selection of merchandise in product categories including plush toys, board games, books, backpacks and electronic learning aids. Floor space will be dedicated to Franklin in-store boutiques and themed display materials will be created to support the marketing program. Sears' U.S. marketing campaign will include parent-directed television advertising as well as support in newspaper circulars. Nelvana will also be supporting the program with print advertising in targeted parenting publications. Consumer marketing and promotional campaigns will focus on the "Back to School" season first followed by other key seasonal themes. According to Nelvana, the company expects to generate over $100 million (U.S.) in North American retail sales in 2000 and $150 million (U.S.) worldwide by the end of 2001.