The "Strat-a-Glance" below gives you an overview of the property, consumer product strategy, key product launches, on-air initiatives and more.
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 beginning in February 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 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 2004 MISC Packaged Goods: Luvs diapers and wipes (Spring) BLUE’S ROOM (Summer/Fall) Activity: Flying Colors activities (Spring and Fall) Apparel and Accessories: themed apparel (TBD) Gift: clocks, jewelry box, plush Home Furnishings: Baby Boom cuddle pillow Home Video: “Blue Talks” title (May 25); Blue’s Room title; print advt (August 24) Interactive: THQ CD-ROM Publishing: Simon & Schuster titles Social Expression: American Greetings and Kurt Adler holiday ornaments Stationery and Bags: Global Design Concepts backpacks Toys: Fisher-Price “Sing and Boogie Blue” feature doll, Hasbro game; Playhut play tent
Key Initiatives and On-air Events 2004 BLUE TALKS! Tentpole “Blue Talks in the Legend of the Blue Puppy” primetime event (Feb 8) Major consumer advertising campaign Interstitials, on-air promos and tune-in campaign On-air sponsors (General Mills, McDonalds) Kix on-pack promotion – first preschool dedicated SKU ever! Online and magazine support TV music event “Bluestock” (June) “Bluestock” VHS/DVD (Sept) TV programming event with 24-minute Blue’s Room special (Aug) All new consumer products On-air and on-pack sweepstakes (2 MM licensed products) “Blue’s Room” VHS/DVD; print advt (Aug 24) CP TV, print advertising 2005 New Blue’s Clues Live! Tour themed to Blue’s Room
CP Advertising/Marketing 2004 CP TV and print advertising (August) CP TV and print advertising (October)
Ratings & Q-score #2 preschool show on commercial TV among kids 2-51 13.4 million monthly viewers, including 6.1 million kids 2-5, 11.2 million kids 2-11, and 5.6 million adults 18-492 # 1 Q-score of TV programs among mothers of kids 2-5 (#4 for characters)3 1) Nielsen: 9/29/03-12/28/03 2) Nielsen Cume Data: 11/03 3) Marketing Evaluations, Inc: 5/03
Show Facts Show launch: September 1996 Total episodes: 141 TV schedule: Airs 11x a week: Mon-Fri at 10:30am and 11:30am; weekends on CBS
Last updated 3/17/04. Please note, all information is subject to change.