The "Strat-a-Glance" below gives you an overview of the property, consumer product strategy, key product launches, on-air initiatives and more.

Overview

Rugrats takes a humorous look at life from a baby's point of view accented with humor, adventure and friendship.

Rugrats has grown from a licensing phenomenon into an established evergreen brand that includes successful feature films, top-rated TV series, live theater, comic books, consumer products and a new TV spin-off, "All Grown Up!"

Positioning

Only Rugrats consumer products offer the adventure, humor and ensemble characters of the Rugrats TV show in products that are contemporary and in keeping with kids' trends and interests.

Target

Primary: Boys & Girls 3-10

CP Strategy - Key Plans

2004

  • Use key seasonal opportunities to launch products including Easter, Halloween and Christmas

Key Product Plans

2004

  • Gift: Enesco collectibles (Spring/TBD)
  • Home Video: Holiday DVD box set (August)
  • Publishing: Simon & Schuster holiday titles (Spring and Fall)

Key Initiatives and On-air Events

  • Holiday TV specials throughout year including:
    -             Valentine’s Day
    -         Mother’s Day
    -         Easter
    -         Passover
    -             Halloween
    -         Christmas
     -         Hanukkah
    -             Kwanzaa

Ratings and Q-score

  • #8 show on kids TV among kids 2-111
  • 45.6 million monthly viewers2
  • #7 Q score among kids 6-113
1) Nielsen: 9/29/03-12/28/03
2) Nielsen Cume Data: 11/03
3) Marketing Evaluations, Inc: 5/03

Show Facts

  • Show launch: August 1991
  • Strip date: October 1994
  • Total episodes: 169
  • TV schedule: Airs 23x week: Mon-Fri at 8am, 3pm, 3:30pm, 7:30pm; Sat-Sun at 8am and Sat 8:30am

Last updated 3/17/04.

Please note, all information is subject to change.