Brandolution Signs “Sid the Science Kid”

The Jim Henson Co. has designated Los Angeles-based licensing and marketing agency Brandolution to handle all U.S. and Canadian licensing for its newest animated preschool science-readiness series “Sid the Science Kid” (formerly “What’s the Big Idea?”). Brandolution will work with Henson to develop a licensing program across all relevant preschool consumer product categories including toys, books, activities, party, apparel, and home furnishings, with the goal of introducing a tight assortment of key drivers for the 2008 holiday season followed by full product assortment rolling out in 2009.