Horseland

TV Kids Weekly, January
9, 2007

NAME:
Horseland

ORIGIN:
Horseland originated from the
highly successful web community (2.4 million registered accounts)
www.horseland.com, on which kids can interactively buy, sell, breed and train
virtual horses, and compete with themselves and each other.

CREATORS: DIC Entertainment
created the television series and the overall Horseland brand.

TV
SHOW:
Horseland
is an animated adventure series. Season 1 consists of 26 half-hour episodes.

EXECUTIVE
PRODUCERS: Andy Heyward and Mike Maliani

COMMISSIONING
BROADCASTER: Horseland airs on KOL’s Secret Slumber Party, CBS’s Saturday morning
branded kids’ programming block.

TV
SALES:
In the U.K. and Europe, DIC has signed ZDF/KiKa (German-speaking Europe),
France 5/Teletoon (France), TV2 (Norway), SVT Digital Channel (Sweden), Jetix
(Holland), VT4 (Belgium), TG4 (Ireland), S4C (Wales) and Alter TV (Greece).
Horseland will debut in the Middle East on the pan-regional service
Spacetoons and on Saran (Turkey), as well as on Medcom (Panama) in Central
America. Home entertainment deals have been concluded with Scanbox
(Scandinavia), ZDF (German-speaking Europe) and FMG (Dutch-speaking Benelux).

MAJOR
TOY LICENSEES: Thinkway Toys is the master toy partner for Horseland; AEC is the home
entertainment partner; HarperCollins Children’s Group is handling publishing and Jerry Leigh
is doing apparel.

Thinkway
Toys has developed an innovative toy line that includes an assortment of
interactive horses and dolls that react as the characters do on the Horseland television series. The
horses can talk to each other but only when no rider is present. When the doll
and horse are together, only the doll will talk. The stable system is designed
to be expandable by adding additional stalls, fences and other accessories sold
separately with additional line extensions in the future for maximum
collectibility.

HarperCollins
Children’s Group is developing a
series of chapter books. The apparel line from Jerry Leigh will feature an
equestrian designed line of sportswear for 6- to 14-years-old with iconic
symbols and the various breeds and characters appearing on the Horseland television series.

OTHER
PRODUCTS:
In addition to Thinkway Toys, HarperCollins and Jerry Leigh, DIC has added a
roster of licensees, including American Marketing Enterprises (sleepwear),
DecoPac Inc. (cake decorating kits, edible images), Fast Forward (bags,
luggage, backpacks), Hanes Brands Inc. (underwear) and York Wallcoverings
(pre-pasted wall coverings).

STRATEGY
FOR ROLL OUT: DIC has developed a licensing and merchandising program for Horseland utilizing its signature
“360-degree” approach to brand
building. The core demographic for Horseland is girls 6-12 with a
secondary market of horse enthusiasts and collectors. The merchandise is slated
for mass retail distribution in Fall 2007.

Horseland grew out of
horseland.com, which has 2.4 million girls registered. Given the popularity of
the website and girls’ love of horses, “we felt there was a huge opportunity in the marketplace,” explains Nancy Fowler,
the head of global sales at DIC Entertainment. “If you are a 7-year-old
and you love horses, you have two choices, either the real animal or My
Little Pony. But when girls outgrow My Little Pony, where do they go? Horseland.”