The "Strategy at a Glance" below details the show's positioning, consumer products strategy and plans, TV specials, retail initiatives and show facts.
Overview Blue’s Clues revolutionized preschool TV with its interactive, play to learn format. A TV and merchandise hit, Blue’s Clues has established itself as a leading preschool brand and will continue to delight preschoolers for years to come with new TV series characters & content and new consumer products offerings! And in 2004, Blue’s Clues adds a whole new interactive segment with Blue’s Room. For the first time ever, preschoolers will hear Blue talk – directly to them!
Positioning The “New Classic” Preschool Property
Target Primary: Boys and Girls 2-5, and Moms Secondary: Tween girls, grandparents, gift-givers
CP Strategy - Key Plans Focus product and marketing efforts around Blue’s Clues Educational line launch Fall 2003 with “Blue Takes You to School” on-air and on-pack promotion (August) Leverage on-air introduction of new show segment Blue’s Room Spring 2004 Launch all-new Blue’s Clues products: Blue’s Room July 2004 including new “talking” Blue, new characters and icons and all new product packaging
Key Product Plans Fall 2003 EDUCATIONAL (Fall) Activity: “Blue U” themed activities featuring promo burst Apparel & Accessories: “Blue U” themed apparel Books: Tie-in titles from S&S (Blue’s First Hundred Days of School) and Random House; New titles in the Scholastic Nick Jr. Book Continuity Series, New Soundbooks from PIL; Blue featured in Chronicle Books Nick Jr. launch with ABC Block Book set & Interactive craft book; Workbooks & Flashcards from Learning Horizon Gift: Enesco back-to-school themed waterball Home Furnishings: Dan River “Blue U” bedding Home Video: Paramount “Blue Takes You to School” VHS/DVD (8/26, print advt) Interactive: new CD-ROM themed to tentpole, re-promote educational titles Stationery: Introduction of Blue’s Clues “back to school” products (preschool line of stationery/writing supplies – writing tablets, chunky markers, stampers, etc) Toys: Fisher-Price ELA’s OTHER KEY LAUNCHES AND CATEGORIES Bath items, packaged goods, party goods, junior stationery, gift 2004 BLUE’S ROOM (Summer/Fall) Activity: Flying Colors activity and stationery line Apparel and Accessories: themed apparel; Global Design Concepts backpacks Books: Simon & Schuster and Random House/Golden Books titles Consumer Electronics: karaoke machine Home Video: “Blue Talks” VHS/DVD (May); Blue’s Room tentpole title (August) Toys: Fisher-Price toys; Hasbro game; Playhut play tent
Key Initiatives/Tentpoles Fall 2003 TV programming special “Scavenger Hunt” (7/14) Tentpole “Blue Takes You to School” primetime event (8/11) On-air and on-pack sweepstakes (CP promotional overlay) Consumer advertising in parenting publications TV special “Blue’s First Holiday” (Dec) RIF Partnership tie-in (TBD) 2004 New Live tour themed to Blue’s Room (2.5 MM BC Live attendees to date) Tentpole “The Legend of the Blue Puppy” primetime event (Feb) BLUE TALKS! New interactive segment, Blue’s Room Major consumer advertising campaign TV special “Car Trip” (May/TBD) TV music event “Bluestock” (June/TBD) TV programming event with 24-minute Blue’s Room special (Aug)
CP Advertising/ Marketing Fall 2003 CP promotional overlay for “Blue Takes You to School” (Aug-Sept) CP TV, print and online advertising for “Blue Takes You to School” (8/18-9/7) 2004 CP promotional overlay for Blue’s Room products including on-pack and on-air sweepstakes (August) CP TV, print and online advertising supporting Blue's Room products (August)
Ratings & Q-score #1 Q-score among mothers of preschoolers (#27 Character Q-score)1 #2 preschool show on all commercial TV among Kids 2-52 13.9 MM monthly viewers3 1) Marketing Evaluations, Inc: 5/03 2) Nielsen: 3/31/03-6/29/03 3) Nielsen Cume Data: 5/03
Retail Initiatives Fall 2003 Payless: Nick Feature Area and multi-property hopscotch mat for game play in store Kay-Bee Toys: dedicated Nickelodeon Boutique Kmart: 17ft Nick featured toy section (Aug-Dec) JC Penney Nick Zone (Holiday ’03 -‘04) Lowe's: Nick Paints Program Party City: Nick Section Borders: Feature in Amphitheater section - Nick Days - 45 Store Openings - Summer Reading Club Waldenbooks Nick section Wal-Mart: Cross-merchandising opportunity with toddler apparel, book, vision centers (TBD) Tween Apparel Initiative: Nick to work with Key trend tween retailers and catalogues to encourage placement of iconic Blue U items (TBD) Kay-Bee Toys: dedicated Nickelodeon Boutique Kmart: Nick Feature Toy Area (7.5 ft August – December) Lowe's: Nick Paints program Party City: Dedicated Nickelodeon feature space Carlton Card Shops: featured in 16ft. dedicated Nick signage. Blue also featured in window signage at over 400 Carlton stores Books A Million: Blue will be a featured property in 12ft dedicated Nick section with signage at 160 BAM stores
Show Facts Show launch: September 1996 # of episodes: 141 TV schedule: Airs 11x a week: Mon-Fri at 10:30am and 11:30am; weekends on CBS Last updated 11/1/03.