NEW YORK – King Features and 11 licensees are betting more than $12 million in marketing expenses that the Berenstain Bears can be as popular in the toy market as they are in children’s books. Debuting at this week’s Toy Fair in New York will be a variety of toys from the 31-year-old bear family, whose advice books sold more than 24 million copies in 1992. It’s not the first time King Features has tried to translate the Berenstain brand equity into toys. However, the recent success of Berenstain videos, software and two national promotions with McDonald’s convinced the company the timing was right for another dip into the market. Golzman projects retail sales of $250 million for Berenstain licensed goods this year, which would be an increase of around 500% from 1991.
Copyright Adweek L.P. (1993)
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