Classic Media Reinvents Classic Brands

Along with the revamped Voltron series and the live-action Life with Boys, Classic Media is spotlighting the evergreen property Postman Pat, which has been around for 30 years.

This month, Postman Pat, Classic Media’s hit preschool series, is celebrating its 30th birthday. A range of large-scale PR and marketing campaigns have marked the anniversary, including special events, screenings and TV and radio appearances across the U.K. Celebrations are targeted at preschool fans along with their parents and grandparents who grew up with Postman Pat and his daily adventures in Greendale, notes Chloe van den Berg, the executive VP of international at Classic.

"The brand has been on the BBC and has resonated with preschoolers worldwide for the last 30 years," van den Berg continues. "There is a huge nostalgia and awareness over three generations for the nation’s favorite postie. From grandparents, to parents and preschool children, everyone knows the theme song, wholesome values and reminiscent good times that echo even louder today."

Three decades in, the show’s future is as bright as ever, says van den Berg. "Postman Pat has the honor of being the longest-running animated series on the BBC, and with a recent commitment for a new Special Delivery Service (SDS) series to air in 2013 on the BBC, his presence is secured on the BBC for years to come!" She adds, "Rolling out timed to the highly anticipated 3D feature film’s upcoming release, will be a broader, reinvigorated consumer-products program, including toys and a new live show."

Alongside Postman Pat, Classic also highlights Voltron Force, a revamp of the Voltron series from the ’80s. The show fits in well with Classic’s catalogue of other series based on iconic properties. "We are recognized and respected for our ability to reinvent the classics of yesterday," says van den Berg. "This is where our strength is. We know how to take iconic brands such as Casper the Friendly Ghost, George of the Jungle and The Lone Ranger and reintroduce them to the next generation of fans. World Events Productions (WEP) came to us because they knew we could help them reinvigorate this colossal ’80s title by capturing the hearts of the people who grew up with it as well as with young audiences today."

Van den Berg says that the show has a number of favorable factors sure to drum up sales. "Voltron was a hit iconic series in the ’80s, so the new show appeals to fans of the original, many of whom now have kids whom they can now share the experience of Voltron with. This co-viewing concept, along with the fact that everything ’80s is hot again, provides a unique position for broadcasters on board."

The series premiered in the U.S. this summer on Nicktoons and set a new record as the network’s highest rated series premiere ever with kids, tween and boy demos. Following on its U.S. success, Voltron Force is scheduled to begin rolling out internationally in 2012. "The essence of the brand is the idea of coming together to make something great," van den Berg explains of the series’ appeal. "Voltron teaches kids that team work is essential; that the sum is greater than the parts. Through relatable characters and strong, action-packed scripting, Voltron is the ultimate in wish fulfillment for kids, showing them that we each have the opportunity to become heroes."

The show has an active online presence, at Voltron.com and on Facebook and Twitter. Consumer products are being handled by what van den Berg calls a "dream team" of partners, led by Mattel and THQ. "Mattel launched a toy line based on classic Voltron at Comic Con in San Diego and new Voltron Force toys are scheduled to roll out for back-to-school 2012," van den Berg explains. "THQ’s first game is scheduled for release in fall 2011. Look for more partners to be announced worldwide soon!"

A U.S. consumer-products push for Classic Media’s Tinga Tinga Tales is also slated for a back-to-school 2012 rollout. The show made its U.S. debut in February with a launch on Disney Junior. Tinga Tinga Tales continues to perform well in the U.K., where it made its broadcast debut on CBeebies in February 2010. The show has also been sold into 20-plus territories, including France and Australia. A multi-faceted merchandising program has already started rolling out in the U.K. across more than a dozen product categories.

It’s not just about animation either; Classic Media has recognized the trend for tween-skewed live action, with Life with Boys. The show comes from Michael Poryes, co-creator and executive producer of Hannah Montana and That’s So Raven. "Michael Poryes is one of the best in the business and we are so proud to be working with him and the team on Life with Boys," says van den Berg.

"We have such a strong, experienced production team, phenomenal scripting and a truly unique concept in this genre; Life with Boys is poised to be the next big thing on the tween scene," she continues. "What makes Life with Boys stand out in this genre is that it is not a show based on a hook, but rather a show based on a regular girl. It explores the crazy life of Tess Foster as she struggles through teen turmoil, trying to understand (and be understood by) those around her—and coping with life as the only girl in an all-male household. She doesn’t have any supernatural abilities and she isn’t a famous rock star. Episodes explore how boys and girls see things differently and inevitably get their wires crossed, naturally leading to a lot of laughs."