Toys “R” Us Unwraps Its “Make All Their Wishes Come True” Marketing Campaign

toysrusToys “R” Us has unveiled its holiday marketing plans, including a new TV campaign that allows parents and gift-givers to experience Toys “R” Us through kids’ eyes. The commercial, which began airing on October 20, takes viewers on an amusing journey, as a group of children who think they’re going on a field trip wind up at Toys “R” Us with free reign over the aisles.

The new TV ads are the centerpiece of a fully integrated marketing campaign encompassing digital, radio, and print advertising. Created in partnership with Chicago-based creative agency The Escape Pod Agency, the spots will air on all major networks and cable stations, such as A&E, Lifetime, HGTV, TLC, and Food Network, among others. Top national morning and syndicated talk shows will also air the commercials, which feature the hashtag, #WishinAccomplished, throughout the holiday season.

Discovery Communications to Develop TLC and Animal Planet Baby Lines

Discovery Communications, Inc. (DCI), and Big Tent Entertainment (BTE) have announced the brand formation of TLC Baby. According to Discovery, TLC is the top cable destination for mothers aged 18 to 49 with children under 2 years old, airing shows such as A Baby Story and Bringing Home Baby. The newly formed brand extension hopes to capitalize and expand on this existing audience.

The TLC Baby brand will span markets including learning and development, health and safety, bath, feeding, electronics, furniture, room décor, bedding/blankets, layette, and apparel. Big Tent was recently named sole licensing agent of record for all TLC-branded content and currently represents Discovery Kids. [Read more...]

Big Tent to Roll Out More Than 50 New Discovery Kids Products

Discovery Communications has expanded its relationship with Big Tent Entertainment by signing a three-year deal that extends Big Tent’s licensing representation for Discovery Kids-branded products.

As part of the extended agreement, Big Tent will release more than 50 new Discovery Kids products from licensing partners including Parragon Publishing, MerchSource, 505 Games, JAKKS Pacific, MasterPieces, SRM, and Kids Station. Big Tent will also expand its Discovery Kids licensing program in the following categories: platform-based video games, electronics, computers/computer peripherals, R/C, apparel, room décor, furniture, outdoor sport, and select food categories.

Discovery has also appointed Big Tent as the exclusive North American licensing agency of record for its TLC network. Big Tent will spearhead licensing efforts for the TLC brand and the network’s lineup of programming in categories such as home & organization, cooking, fashion, and weddings.