Tabaluga

TV Kids Weekly, July 3,
2007

ORIGIN: In 1983, the popular German music
artist Peter Maffay created a loveable green dragon called Tabaluga. Since the launch of the first concept
music album Tabaluga oder die Reise zur Vernunft in conjunction with Gregor Rottschalk
and Rolf Zuckowski, Tabaluga has been enticing children and adults alike. His dragon figure
was translated visually by animator Helme Heine.

Tabaluga is a powerful brand that is
characterized by clearly defined values and a unique philosophy. The core of
this philosophy was apparent in the first concept album, which caught the
imagination of around 2.5 million listeners in Germany. The next album followed
in 1986 and the third appeared in 1993, followed one year later by a musical
that toured Germany. With 90 shows and an audience totaling 750,000, Tabaluga
& Lilli was the
most successful musical of its kind. After the launch of the third album and
the beginning of Tabaluga’s career as a stage musical star, the dragon made his first TV
appearance ten years ago, in October 1997. Within the umbrella format Tabaluga
tivi, German public
broadcaster ZDF and children’s channel KI.KA broadcast the first 26 half-hour
episodes of the Tabaluga animated series.

CREATOR: Peter Maffay

TV SHOW: Three seasons each of 26, 26-minute
episodes, produced in 2-D. There is also the animated special Tabaluga &
Leo—A Christmas Adventure, available in both 70-minute and 80-minute formats.

EXECUTIVE
PRODUCERS: Season one:
EM.TV & Merchandising (now EM.TV AG), ZDF Enterprises, Yoram Gross-EM.TV
(now Flying Bark Productions); Season two: EM.TV & Merchandising (now EM.TV
AG), Victory Media Group, ZDF Enterprises; Season three: EM.TV &
Merchandising (now EM.TV AG), ZDF Enterprises, Yoram Gross-EM.TV (now Flying
Bark Productions); Tabaluga & Leo—A Christmas Adventure: EM.TV & Merchandising (now EM.TV
AG), Yoram Gross-EM.TV (now Flying Bark Productions)

PRODUCTION
STUDIO: Yoram
Gross-EM.TV (now Flying Bark Productions)

COMMISSIONING/MAIN
BROADCASTER: ZDF and
KI.KA

TV SALES: The series has aired in over 100
countries including in the U.S. (on Fox Kids); South Korea through Daekyo
Broadcasting Corporation; Australia on Seven Network; Russia with Zvuk; France
on TF1; on Chart Show Channel’s Pop and Tiny Pop in the U.K.; and ORF in
Austria.

MAJOR TOY
LICENSEES: Among the
major toy licensees are German toy manufacturer Heunec Plüschspielwaren. Heunec
is producing Tabaluga
plush toys in all sizes, bean bags, plush pillows and key fobs (key rings) as
well as a Tabaluga
plush carnival costume. This year, Bundesverband des Spielwaren-Einzelhandels
(BVS) (Association of German Toy Retailers) nominated the plush version of the
little green dragon for the Top 10 Spielzeug-Preis 2007 (Top 10 Toys Award).

In the
interactive sector, licensee EMME/BMS has created a CD-ROM game featuring
Tabaluga and his friends. Furthermore, Italian-based toy maker Mondo markets
balls in various sizes; German flying models and kites producer Paul Günther
sells various kites; and bicycle manufacturer ANV develops bicycles and
accessories.

OTHER
PRODUCTS: Apart from
toys and games, the Tabaluga brand is a hot property for products in numerous categories,
including textiles and accessories, home and stationery, consumer electronics,
food and beverages, personal care and publishing and promotions.

Through a
co-operation between EM.Entertainment and LR Health & Beauty Systems, a
proportion of the proceeds from the sale of certain cosmetics and toiletries in
Europe and Australia is donated to the Tabaluga Children’s Foundation, in support of
socially disadvantaged children.

STRATEGY
FOR ROLL OUT: As a
licensing agency, EM.Entertainment has played a significant role in
establishing the helpful dragon as a popular international figure, especially
within the German-speaking region. Tabaluga enjoys huge popularity with 86-percent
brand recognition. Behind Tabaluga there is an integrated marketing strategy, established TV and
brand competence, an international contact network and a distribution structure
spanning the spectrum of marketing sectors, including all elements of the media
value chain from TV through audio, video, online and publishing to classic
merchandising. And Tabaluga has given his name to around 100 children’s homes and day-care
centers.

This year, the
property celebrates its tenth anniversary. The marketing concept in recognition
of this milestone anniversary is enjoying positive feedback from licensees and
retailers, as well as from the media and consumers. From April until December
the Tabaluga-Glückstour (Tabaluga Happiness Tour) will travel through a total
of 30 locations in Germany and Austria, taking in events such as the
International Kinderfest “23 Nisan” in Berlin and the Danube Island Festival in
Vienna, among others. The grand finale will take place on December 8 and 9,
when Tabaluga
celebrates at Germany’s well-known theme park Europa-Park Rust near Freiburg.

Tabaluga-Glückstour
incorporates a host of interactive play stations, where fans of the little
green dragon can enjoy activities such as taking part in the creation of the
world’s largest collage. Children can let their imaginations run wild with face
and textile painting, while motor skills and mental reasoning come into play in
the Tabaluga dice
game and brain-teaser. Visitors also have a chance to support the Tabaluga Children’s Foundation and the Peter
Maffay Foundation with donations. Furthermore, WORLD VISION Deutschland will be
present, introducing kids and adults to facts about the African continent.
There is also a stage show.

Tabaluga-Glückstour
is managed by EM.Entertainment with the support of licensees and promotional
partners such as uniVersa Versicherung, WORLD VISION Deutschland, Center Parcs,
Berge & Meer, Noris Spiele Georg Reulein, Henkel, edding International,
Autobahn Tank & Rast, Europa-Park Rust, the Tabaluga Children’s Foundation and the Peter
Maffay Foundation. Also among the partners is popular Austrian tourist
destination Ötztal, with which EM.Entertainment has implemented a comprehensive
tourism promotion featuring Tabaluga. Tabaluga will be introduced as the official
family ambassador of Ötztal as of July 2007.