Pirlimpimpim

TV Kids
Weekly, August 28, 2007

ORIGIN: The series brings to life the works of
the acclaimed Brazilian writer Monteiro Lobato, who wrote 22 children's books,
organized into 17 volumes. The first children's story he published was A
Menina do Nariz Arrebitado (The Little Girl with the Turned-Up Nose), in 1920, in which the rag doll Emília
appears for the first time. The first TV series to feature Emília launched in
July 1977. The current version launched in October 2001.

DISTRIBUTOR: Globo TV International

CREATORS: Cláudio Lobato, Luciana Sandroni,
Mariana Mesquita, Toni Brandão, Walcyr Carrasco, Mário Teixeira and Thelma
Guedes.

TV SHOW: There is lots of fun and adventure in
these live-action stories to capture the imagination of children aged 4 to 11.
In the series, which includes 148 26-minute episodes, a rag doll named Emília,
made from an old skirt, comes to life after taking “speaking pills.” She is
irreverent, determined, creative and very bossy. The series follows Emília as
she takes Mrs. Benta’s grandchildren, Narizinho and Pedrinho, on the most
fantastic adventures at the Yellow Woodpecker Ranch, a place where anything can
happen.

The series
brings to life all the fantasy of the works of Lobato, updating them while
being as faithful as possible to the original texts. Great attention has also
been given to language. As the stories take place in the present day, the
language has been modernized and recent slang has been incorporated. However,
viewers are also treated to old-fashioned words and phrases.

EXECUTIVE
PRODUCER: TV Globo

DIRECTORS: Márcio Trigo, Pedro Vasconcellos and
Marcelo Zambelli

COMMISSIONING
BROADCASTER: TV Globo

TV SALES: Pirlimpimpim has been sold to 10
countries, including Portugal, the U.S. and the Philippines.

MAJOR TOY
LICENSEES: More than
400 different products have been licensed in Brazil and Portugal. These include
toys, dolls, food, school materials (notebooks, backpacks, etc.), personal
hygiene (soaps and shampoos), books, clothing and CDs and DVDs, among others.
Plans are to expand the licensing program to other countries where an interest
in the show exists.

STRATEGY
FOR ROLLOUT: Since its
launch in Brazil, the series has maintained a steady 47-percent audience share.
Kids 4 to 11 represent about 30 percent of the show’s viewers.

“Pirlimpimpim is a high-quality kids’ program with
strong educational content and a huge commercial potential in product
licensing,” says Raphael Correa Netto, the sales director of Globo TV
International. Correa Netto says Globo will continue expanding the show “to
regions that value this kind of programming.”