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Kids’ WB!, Sony & Marvel to Spin Wide Marketing Web for Spidey ‘Toon

by  in Comic News Comment
Kids’ WB!, Sony & Marvel to Spin Wide Marketing Web for Spidey ‘Toon

Official Press Release

BURBANK, CA – Kids’ WB!, Sony Pictures Television (SPT)
and Marvel Studios have launched an extensive marketing and promotional
campaign to support the Spring 2008 premiere of the highly-anticipated The
Spectacular Spider-Man television series. The all-new animated series will
air within the Kids’ WB! lineup on The CW Network, the No. 1 rated Saturday
morning kids broadcast slate.

The Spectacular Spider-Man picks up the original web-slinger’s mythology at
the beginning of his hero’s journey as a not-so-typical 16-year-old entering
his junior year of high school. Peter Parker must conceal his secret
identity, confront the multi-leveled pressures of teenage life at home and
school, and all the while combat even bigger Super Villains than ever
before. Based on Marvel Entertainment’s popular Super Hero, The Spectacular
Spider-Man is produced by Culver Entertainment, a Sony Pictures Television

The marketing and promotional campaign will reach its targeted audience
through an array of on-air, in-school, online and retail activities. Initial
elements in the program have already begun to appear via fanboy convention
participation (WonderCon, Comic-Con) and Kids’ WB! on-air teasers. The
primary effort began Saturday, September 22 during the premiere of the Kids’
WB! 2007 fall lineup. These initiatives include:

* Starting in early 2008, Sony Pictures Television and Kids’ WB!/The CW
Network will launch an in-school Milk Media Campaign in 85% of all U.S.
schools. The campaign will include localized tune-in information that will
be featured on The Spectacular Spider-Man branded posters and book covers in
the top 8-10 markets, as well as branding on nearly 40 million milk

* Kids’ WB! hosted The Spectacular Spider-Man sweepstakes, giving away 100
not-yet-released Activision “Friend or Foe” video games every hour on Sept.
22. The “Friend or Foe” games will not be available at retail until October.

* A Kids’ WB! on-air teaser campaign for the series has begun to run
regularly until the series premieres in early 2008.

* An extensive “kid focused” online campaign – featuring The Spectacular
Spider-Man – will be accessible at

* A trailer for the series is featured on Sony Home Entertainment’s
Spider-Man 3 DVD available at Wal-Mart beginning October 30.

“This is a blockbuster series that we believe will become a centerpiece of
the Kids’ WB! lineup, and our aggressive marketing efforts, in conjunction
with our partners at Sony and Marvel, are reflective of our belief in the
quality of the show and its obvious fit within our action-oriented lineup,”
said by Kids’ WB! Senior Vice President and General Manager Betsy McGowen.

“Once again, the outstanding stories of Spider-Man have given us an
incredible opportunity to work with our partners at Kids’ WB! and Marvel in
spreading the word that this show will have a life on television, in stores
and beyond. By hitting every level of the marketing landscape, we are
focusing on bringing as much exposure in every possible way that will
continue to keep Spider-Man front and center for years to come,” said Sony
Pictures Television Executive Vice President of Marketing, Robert Oswaks.

Spider-Man Merchandising L.P. is currently in discussions with industry
leaders in most major product categories, as well with key retailers, to
develop a full licensing and merchandising program to support the series and
introduce this highly-anticipated new Spider-Man brand into the marketplace.
Several deals are currently being finalized.

Spider-Man Merchandising, LP, the limited partnership comprised of Marvel
Entertainment, Inc. and Sony Pictures Consumer Products Inc., oversees the
licensing and merchandising activities for Columbia Pictures’ Spider-Man™
feature films and animated series based on the Marvel character.

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