Child's Play: Hbo Places Its First Direct-to-video Bet With "babar'

VIDDY THIS: HBO Home Video is bowing its first direct-to-video children's title Dec. 28 with "Babar: King Of The Elephants," based on Jean de Brunhoff's beloved tale of an adventurous pachyderm and his family and friends.
The animated title will be priced at $19.96 and is the first release of a proposed series of direct-to-video features based on classic children's stories. HBO is planning a follow-up release of Margaret Wise Brown's revered 1947 bedtime story "Goodnight Moon."
HBO VP of marketing Cynthia Rhea notes that the cable network already runs a 30-minute daily animated "Babar" series but has no plans to air "Babar: King Of The Elephants" on the network prior to its video debut. There are plans, though, to air the "Goodnight Moon" title on HBO prior to the video's release to retail.
Rather than taking advantage of the holiday shopping rush, HBO is using a different strategy for "Babar: King Of The Elephants."
"Sell-through peaks after Thanksgiving," Rhea says, "but it's sustained through January. There's a lot of cash on hand, and it's a good retail month."
She adds that even though "Babar" is a well-known property, nontheatrical titles have a tough time breaking through the fourth quarter clutter of blockbuster movies.
"We didn't want to put it out in the very crowded weeks during November and December," she says, "because it wouldn't get its fair share of attention from retailers. Plus, in timing it this way, we have an opportunity to merchandise the title with Warner Home Video's upcoming release "Animaniacs: Wakko's Wish.' " (Warner is HBO's sales agent.)
A joint header card featuring both "Wakko" and "Babar" will be created, and HBO will offer 12- and 24-unit displays for "Babar" only, Rhea says.
"We'll be merchandising "Babar' and "Wakko's Wish' together in some of our larger 36- and 48-unit floor displays," Rhea says.
But marketing the new "Babar" title is both "a blessing and a challenge," Rhea observes.
"He's a well-known and loved character, but he's not been greatly exploited," she says. "We need to take every opportunity to extend brand awareness."
To that end, HBO is partnering with Applebee's family restaurants and Sears Portrait Studios in a pair of consumer promotions.
From January through April, Applebee's will feature Babar on its place mats and cups, and from December through February, Sears Portrait Studios will be giving out 750,000 $5 rebate certificates, good toward purchase of the video, in a Sears' Portrait Studio coupon book.
Plus, consumers purchasing the video get $5 off a Sears portrait package. They can even choose a "Babar"-themed backdrop for the portrait.
In addition to "Babar," HBO is prepping the new animated series "Goodnight Moon And Other Sleepytime Tales," which Rhea says will be released in mid-2000.
"Goodnight Moon" and the accompanying stories will be narrated by a host of celebrities, including Susan Sarandon, Lauryn Hill, Aaron Neville, Patti LaBelle, Tony Bennett, Natalie Cole, and Billy Crystal. Between the animated stories will be live-action segments featuring kids talking about bedtime and other pertinent kid subjects.
In summer 2000, HBO expects to release a "Pippi Longstocking" compilation featuring three to four 30-minute animated episodes based on the Astrid Lindgren books. The compilation will be culled from the current HBO series.
"Our label is not designed to release a ton of product but to be more selective, with very high-quality titles," says Rhea, "and these are classic, literature-based, timeless tales."
TIMELY: Time-Life Kids is offering its first-ever Time-Life Kids branded floor display, packed with a variety of its titles.
The display includes 24 assorted single units or 12 value-priced two-packs. Titles in the display include "The Big Comfy Couch," "Zoo Life With Jack Hanna," "Animal Numbers," "Animal Alphabet," and "The Adventures Of Paddington Bear."
Another first for the supplier is an audio/video "Big Comfy Couch" $12.99 combo pack, featuring the never-before-released video "Jump For Joy" along with "The Big Comfy Couch Sing-Along Songs" audiocassette. Plus, two-packs of "The Big Comfy Couch's" best-selling catalog titles are also available for $14.99.
KIDBITS: Walt Disney Home Video is rereleasing the home video version of "Pinocchio" (along with its previously announced DVD version) in a 60th-anniversary edition Oct. 26, priced at $26.99.
BBC Video, distributed by 20th Century Fox Home Entertainment, debuts the new preschool series "Mouse House" on home video Nov. 16. Priced at $14.98, the inaugural title contains 11 five-minute stories.
It's packaged with up to $8 in consumer mail-in rebate offers, available with the additional purchases of upcoming Fox direct-to-video title "Bartok The Magnificent" and its theatrical predecessor, "Anastasia."
Last but not least, Anchor Bay Entertainment is rereleasing the music video "Baby Songs Christmas" on Nov. 2 for $12.98.