DIC, Geffen Records and Poets Road Launch New Tween Brand

LOS ANGELES, April 2: DIC
Entertainment (DIC), Geffen Records and Poets Road have collaborated on the
launch of a new brand for tweens, KEWL, which includes a free quarterly celebrity music-driven branded
magazine, a website and a television review series in development tentatively
titled Everything KEWL.

KEWL magazine is being
developed into an Everything KEWL
review television series hosted by SPG: The Slumber Party Girls, with each
episode featuring information and reviews on movies, games, music, TV, gadgets
and style for tweens. Viewers will be able to express their own opinions and
watch clips on kewlmag.com, a daily updated corresponding website that launched
in conjunction with the magazine release, and features exclusive contests and
user submitted content.

The first issue of KEWL
magazine, with more than 500,000 copies shipped, will be available nationwide
in retail outlets such as Claire’s, FYE, Sam Goody,
Skechers, Suncoast, Toys ‘R Us and more. The issue features talent from
the worlds of music, television and movies, including Zac Efron (Disney’s High
School Musical, Hairspray, Speed Racer),
All-American Rejects, Gwen Stefani, SPG: The Slumber Party Girls (Geffen
Records’ Dance Revolution, KOL’s Secret Slumber Party on CBS), Drake Bell (Nickelodeon’s Drake &
Josh), Miley Cyrus (Disney’s Hannah
Montana), Alfonso Herrera (RBD), Ashley Tisdale (Disney’s High School Musical), and Jibbs (Geffen Records). In addition to featuring celebrities, the
magazine also offers fashion, quizzes, advice, horoscopes and posters. DIC,
Poets Road and Geffen will publish the second issue of KEWL in June.

“KEWL delivers
compelling visuals and editorial and is the first music-focused magazine geared
specifically to tweens,” commented Mike Bundlie, the executive director of KEWL
and the head of interactive at DIC. “KEWL will be an ideal platform for
advertisers seeking to reach this unique audience, and we are thrilled with the enthusiastic reception it has received
from advertisers such as Bonne Bell, Skechers and Proactiv, and from
promotional partners like ABC, New Line Cinema and Warner Bros.”