DIC Entertainment, Wal-Mart Targeting Moms

DIC Entertainment is launching an exclusive direct-to-retail program at Wal-Mart stores for the Mommy & Me lifestyle brand. Due in August, the program features four “Together Time” categories of innovative, educational, and interactive toys, including Potty Time, Bath Time, Sleep Time, and On The Go Time, which were developed by DIC in consultation with pediatrician Daniel Broughton, M.D. DIC Entertainment is also in the process of launching a newly redesigned Mommy & Me online community targeted to moms with children 4 years old and under. The brand will mature even more come 2008–09 with a comprehensive program that will feature maternity products and packaged consumer goods.

In other news, DIC Entertainment adds Eloise to its catalog of brands in a deal with property owner HandMade Group. As exclusive worldwide agent, the company will develop a licensing and merchandising program targeting 4- to 8-year-old girls across key categories (excluding entertainment), including toys, books, apparel, accessories, and more. Consumer products will roll out in spring 2008 and coincide with the release of the feature film Eloise in Paris in 2008. A Broadway show is also in development.