Classic Media, an Entertainment Rights group company, is launching an expanded licensing, merchandising and marketing campaign for its classic Underdog character. New UNDERDOG products across key categories including toys, videogames, apparel and pet accessories will begin to roll out to retail this summer.
The product expansion featuring classic Underdog is timed to the premiere of the new Disney UNDERDOG feature film on Aug. 3, 2007, and the release of THE ULTIMATE UNDERDOG COLLECTION VOLS. 1 - 3 from Genius Products. This is the first time these TV episodes have been available on DVD.
The release of the ULTIMATE UNDERDOG DVD COLLECTION will be supported by retailer specific in-store programs and a national print and online advertising campaign, as well as radio spots in the top 25 markets. Classic Media will work with UNDERDOG co-creator and illustrator, Joe Harris, on a national DVD publicity campaign. A classic UNDERDOG website is also scheduled to launch in mid-July.
Additionally, Classic Media recently inked a deal with Blast! to create new UNDERDOG Sony PlayStation 2, Nintendo DS and PC videogames. New collectible toys and figurines from Mezco and Funko bobble heads will begin to hit shelves in July. The games will be marketed directly by Blast in Europe and distributed by Eidos in North America in the first quarter of '08.
Classic Media has lined up several new apparel licensees for the pup-of-steel. An UNDERDOG-inspired line including sportswear, outerwear and headwear from G-III Apparel will debut in August. UNDERDOG sleepwear from Saramax and t-shirts from Top Heavy, Logotel and Fortune Fashion are now available.
Dog can sport the iconic "U" in an all new-line of UNDERDOG-themed pet fashions and accessories from Age Group. The new licensee has created more than ten items including leashes, collars, pet toys, apparel and doggie Halloween costumes.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
