Teenage Mutant Ninja Turtles to Celebrate 25th Anniversary

June 12, 2008 World Screen

NEW YORK, June 12: Mirage
Studios and 4Kids Entertainment are gearing up for the 25th anniversary of the
animated kids’ property, Teenage Mutant Ninja Turtles (TMNT) in 2009 with the launch of a new teaser
website this summer.

The TMNT25 website,
located at www.tmnt25.com, will go live at the kickoff of ComicCon San Diego in
late July. Mirage Studios and 4Kids Entertainment have contracted design
company Zype to develop the teaser website, which will give fans the
opportunity to register for “Shell-ebration” news and updates, as well as enter
into a sweepstakes for special 25th anniversary prizes. The teaser site will
transition into a full interactive website as the TMNT 25th anniversary approaches.

Strategic communications
agency Peppercom and its experiential marketing division, Peppercommotions,
will manage the building of the site and its launch at ComicCon with activities
and giveaways for TMNT fans.

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Throughout 2008 and 2009,
the TMNT25 team will look to expand the brand’s reach through additional and
ongoing licensing partnerships and marketing activities. The “Shell-ebration”
will include a communications program supporting nationwide tours, events and
activities emblematic of the property.

Teenage Mutant Ninja
Turtles premiered in May 1984 in a
comic book published and distributed by Mirage Studios. A TV series followed
shortly after, along with a record-setting licensing program and three
theatrical films. In 2003, the Turtles were re-introduced in a new TV series, a
CGI theatrical movie and a revamped merchandising program.

“Getting the TMNT25
website up is an essential first step as we build our plans for the TMNT 25th Anniversary Shell-ebration,” said Gary
Richardson, the CEO of Mirage Studios. “We want our fans to be the first to
know about the exciting anniversary initiatives, and get them engaged now to
maximize the potential of our 2009 plans.”

“We hope to establish some
great traction and buzz with the implementation of the new website,” added
Rosalind Nowicki, the executive VP of licensing and merchandising at 4Kids
Entertainment. “We are looking to build off this initiative and find additional
ways to engage the TMNT
audience and enhance their excitement leading up to the TMNT 25th anniversary Shell-ebration.”

—By Irene Lew