Clifford the Big Red Dog

TV
Kids Weekly, April 15, 2008

ORIGIN:
Clifford
the Big Red Dog is a classic children’s book series written by Norman Bridwell that
was first published by Scholastic in 1963. Nearly a half-century later,
Clifford has become one of the most recognized and beloved children’s characters in the
world. Now a bestselling global franchise, there are more than 120 million Clifford books in print in 13
different languages. The show, in its eighth season on PBS KIDS in the U.S., is
underwritten by Chuck E. Cheese’s. It has received numerous accolades, most notably multiple
Daytime Emmy Award nominations and the Humanitas Prize in the children’s animation category.

DISTRIBUTOR: Scholastic Media

TV
SHOW: Clifford
the Big Red Dog is an animated television series based on the books of the same
name. Designed for children aged 2 to 5, the series uses classic storytelling
to present universal social and emotional messages to young children. The
series’ educational messages
focus on simple, tangible life lessons that are designed to help young children
navigate their world as they become part of an ever-expanding community. Ten
key themes emerge from these goals, which have translated into “Clifford’s Big Ideas”: Share, Play Fair, Work
Together, Help Others, Believe In Yourself, Be A Good Friend, Be Responsible,
Be Kind, Have Respect, Be Truthful. They represent the social and emotional
challenges that children face and must master in the course of
development.

Every
half-hour episode includes two 11-minute story segments, each dealing with a
different theme. The two story segments are linked by interstitial material
that feature a literacy moment designed to support and encourage reading. The
episodes conclude with a one-minute animated vignette, hosted by Emily
Elizabeth, that more explicitly articulates one of the 10 Big Ideas.

EXECUTIVE
PRODUCER:
Deborah Forte

COMMISSIONING
BROADCASTER: PBS in the U.S.

TV
SALES: Clifford has been sold to more
than 110 countries. Broadcast partners include the BBC in the U.K.; France 5
and Disney Channel in France; RAI 2 and RAI SAT in Italy; ZDF and KI.KA in
Germany; RTVE and Disney Channel in Spain; TV Ontario, Knowledge Network,
TeleQuebec and TFO in Canada; TVNZ in New Zealand; Discovery Kids in Latin
America; Disney Channel Australia; Disney Channel Asia; EBS in Korea; Cartoon
Network in Japan; Hop! in Israel; and Al Jazeera Children’s Channel in the Middle
East.

MAJOR
U.S. LICENSEES: Play Along, Mattel, Fisher-Price, Scholastic Audio, Wonder Kids

Scholastic
Media has more than 40 partners creating Clifford the Big Red Dog product across a wide
range of merchandising categories. New for 2008, Scholastic Media has built
upon its relationship with Fisher-Price to offer more family-friendly
educational products with a new Clifford the Big Red Dog software title for the
new “Cool School” Learning System. Other
key launches include three new products from Mattel and two new huggable plush
toys from master toy licensee JAKKS Pacific. Each will feature a special
element to extend play at home in the form of a customized storybook or special
interactive DVD.

With
more than 120 million books in print, Scholastic’s extensive Clifford publishing program
continues this year with new titles, including Clifford’s Bedtime: A Pop Up
Book.
Scholastic Audio will also add three new Clifford Read Along titles starring the
crimson canine that are scheduled to release for Back to School ’08.

Also
this year, a new music deal with Wonder Kids will produce an educational music
CD starring the loveable pup. In the area of apparel, a new agreement with Baby
Togs will offer an assortment of clothes for infants and children. Mighty Fine
will produce a retro line for juniors and tweens.

Scholastic
Media will also expand its promotional partnership with Hansen Beverage
Company, the makers of the popular kid-sized Junior Juice brand. Clifford will be featured on
packaging for a new line of Junior Juice boxed water flavored with a splash of
fruit juice. This joins Clifford-branded Junior Juice and Organic Junior Juice
already available at retailers nationwide.

All
of this activity comes on the heels of a major surge for Clifford the Big
Red Dog
in the early part of the year. Two new Clifford DVDs from Lionsgate
released in January as the perfect preamble to Clifford’s favorite holiday:
Valentine’s Day. Other highlights
of the Clifford merchandising program include a line of interactive DVDs, CDs and
interactive games from Scholastic Interactive and Clifford-themed Photo Books from
Shutterfly.

For
the past three years, the traveling museum exhibit, Adventures with Clifford
the Big Red Dog, has been visiting children’s museums nationwide and is currently at the
Strong Museum in Rochester until September 1, 2008. Clifford’s two web pages on
scholastic.com/clifford and on pbskids.org combined receive more than 24
million page views monthly.

STRATEGY
FOR ROLLOUT: Scholastic Media is actively looking to work with all of its
partners and retailers to develop fresh, innovative programs that speak to the
heart of the Clifford brand that is so appealing to young children and their
parents. Leslye Schaefer, the senior VP of marketing and consumer products at
Scholastic Media, points to Clifford’s “unique ability to convey love, friendship and
sharing—and to tap into
generations of parents and teachers who grew up with the beloved character
through books.”

The
strategy is to continue to develop a global merchandising program that is
engaging for the audience and that preserves the integrity of the books, in the
run-up to Clifford’s 50th anniversary in 2012.

Scholastic
Media will continue shoring up broadcast and licensing deals on the property.
Worldwide, the key categories include DVDs, toys, apparel and electronics,
according to Leslie Kahn, the senior VP of international sales and
merchandising at Scholastic Media. Other top categories include pet goods and
music in the U.S. and coloring activity and back to school internationally. Key
territories for international licensing include France, Germany, Spain, Japan
and Latin America.