Kirk Bloomgarden

TV Kids
Weekly, June 10, 2008

Executive VP
of Global Sales

DIC
Entertainment

DIC
Entertainment has been creating quality content for children since the ’80s and
in recent years has found a niche catering to young girls. “DIC has really
positioned itself well over the last few years to be a developer and brand
builder of girls’ properties,” says Kirk Bloomgarden, the company’s executive
VP of global sales. “Strawberry Shortcake set us on our way and we’ve followed up nicely with Horseland and Cake. That is where our strength has been
and continues to be. I don’t want to say we are exclusively focusing on girls
but we do it well—so let’s stick with what we do well!”

DIC will be
bringing these shows and others to the Licensing Show in New York this week. “We
relaunched Strawberry Shortcake in 2003 and there will be lots to talk about what we are doing
with the property,” explains Bloomgarden. “Strawberry is a very wholesome
character that girls identify with and moms love their girls identifying with
her.” The series airs on the CBS morning block Kewlopolis and DIC will have new episodes ready
for the fall. “We’ve done a comprehensive program over the years and have
licensed so many great categories and innovative products, so it has just been
a real homerun for us and we couldn’t be more thrilled,” adds Bloomgarden.

Another show
DIC will be highlighting at the Licensing Show is Horseland. It, too, airs on the Kewlopolis block and will have new episodes in
the fall. Along with Horseland the TV series, DIC has developed home entertainment, toys and a
very active website. Bloomgarden is particularly excited about the reception
the property is receiving internationally. “ The series has been sold all over
the major European territories and it has just launched in Australia on Network
Ten.” DIC has agents in Europe and Australia and they are working on rolling
out toys and products.

Cake, a fun series that shows girls how to
take ordinary, everyday items, such as T-shirts, CD cases and plush toys, and
make them extraordinary, is also on DIC’s slate. “Cake will continue on the CBS block and we’ve
created some new interstitials that we’re premiering in the fall,” says
Bloomgarden. “I’ve seen them and they are fantastic.”

Also for girls
is Penny Brite, a
brand for which DIC has been appointed as global licensing agent. DIC will
create two merchandising programs for the re-launch of the Penny Brite brand, including a classic retro line
targeting girls and collectors, featuring apparel, publishing, music, gifts,
novelties and more. DIC will be looking for partners at the Licensing Show and
anticipates launching the Penny Brite classic retro line in 2009 with a subsequent home
entertainment and merchandising launch in 2010.

With all this
attention on girls’ properties, DIC is not, however, ignoring boys. The
animated series Dino Squad, about five quirky teens suddenly able to transform into
dinosaurs, and Sushi Pack, for which DIC has international rights, are attracting buyers.
And Inspector Gadget
celebrates its 25th anniversary this year. “We are in development on a new
series and will be talking to select partners at the Licensing Show,” says
Bloomgarden. “Gadget
has great brand awareness around the world. We know that there is a hunger for
a new Gadget.”

Rounding out
DIC’s slate of properties at the Licensing Show are The Beginner’s Bible, for which DIC is looking to license
all key categories, and Mommy & Me. “It’s a great property,” says Bloomgarden. “We have been
working on Mommy & Me for a number of years. We relaunched it in 2007 and this fall we’re
coming out with an extended product range that will be appearing in Wal-Mart.
We will be having discussions on all key categories at the Licensing Show.”

—By
Anna Carugati