Promo Partners Line Up for 'Wubb Idol' | Adweek Promo Partners Line Up for 'Wubb Idol' | Adweek
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Promo Partners Line Up for 'Wubb Idol'

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Adobe-Flash-animated property Wow! Wow! Wubbzy! Is kicking off a promotion with Anchor Bay Entertainment for the launch of its Wubb Idol movie on DVD this fall. Two new promo partners are now onboard for 2010: Mama Rosa’s refrigerated pizza and Nathan’s Famous restaurants.

The deals are the latest tactics in a strategy to build Wubbzy into a preschool powerhouse, said Julie Cartwright, svp-brand marketing for Anchor Bay Entertainment. Fisher-Price and Scholastic are licensing partners for the Nick Jr. show, which is planning more tie-ins with consumer brands and entertainers such as Beyonce, who lent her voice to Wubb Idol, the brand’s big 2009 title.

The media plan for the Oct. 13 debut of Wubb Idol includes 15-second spots on Nick Jr, print ads in Parents, People and Playroom magazines, online buys and satellite radio ads via Radio Disney. The mom-targeted effort is expected to generate 210 million media impressions.

Retail exclusives with big box stores such as Walmart, Target and Toys “R” Us will be communicated through circulars, POP and other retailer materials. Walmart will offer Fisher-Price Kooky Kollectibles with a purchase, while Target shoppers will get a blow-up microphone and hip hop sing-along track on their Wubb Idol DVD. At all retailers, the DVD will contain a mail-in card good for a one-year subscription to Redbook magazine.

Anchor Bay began cross-promotional campaigns for Wubbzy in June with Jolly Time popcorn, Joy Cone ice cream cones and Minute Rice. Promos with Darling Clementines citrus fruits and On-Cor Frozen Foods will be timed to the Wubb Idol DVD release.

Next spring, QSR and grocery partnerships are planned. Nathan’s Famous will randomly distribute four Wubbzy toys and a coupon towards a DVD in its kids meals from March to May 2010. Nathan’s restaurant system currently consists of 250 units in 50 states, 245 of which are franchised or licensed. The Mama Rosa promotion runs from April to June on the front of 1.5 million pizza boxes. The deal is for a $3 discount with the purchase of a pizza and any Wubbzy DVD.

Wow! Wow! Wubbzy! was the No. 2 preschool property on Nick Jr. during Q4 2008, behind Dora the Explorer.