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

• 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

• New Blue’s Clues Live! Tour themed to Blue’s Room

CP Advertising/Marketing

• 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