Universal Studios Home Entertainment today announced it has formed extensive marketing alliances with a select group of top family brands to promote the highly anticipated September 26, 2006 DVD release of animated family feature "Curious George."


Partnering with Universal to spread the news about the "Curious George" DVD are Dole Food Company(R), French's(R) Potato Sticks, Langers Juice(R), Little Debbie(R), Carvel(R), Cold-EEZE(R) and Parenting (R) magazine.


The studio's Universal Studios Partnerships division (USP) worked with the brands from the earliest stages of the film's development to identify marketing opportunities throughout the property's life cycle. In the case of Dole, that meant product placement within the "Curious George" film and videogame as well as cross-promotional campaigns for the theatrical and home entertainment releases.


"We pitch properties, not platforms," said Stephanie Sperber, Executive Vice President, Universal Studios Partnerships. "USP's unique structure allows us to work with corporate partners to find Universal properties that are appropriate for their brand. Only then do we begin discussing timing, execution and which window or windows offer them the greatest marketing value."


"In today's marketplace, an average 60% of consumers who purchase a DVD have not previously seen the film in theaters," said Ken Graffeo, Executive Vice President, Marketing for Universal Studios Home Entertainment. "In other words, because a brand is missing more than half of a property's audience if it only participates during the theatrical campaign, taking part in a DVD campaign ensures the greatest awareness."


Carvel, Cold-Eeze, Dole and Langers also participated in successful cross-promotional campaigns for "Curious George's" theatrical release.


"We are pleased to extend our partnership with Universal Pictures beyond the very successful debut of 'Curious George,'" said Craig Hall, Chief Operating Officer, Celebration Foods, maker of Carvel brand frozen desserts. "Families will truly be able to boost their celebrations with the DVD and these fine brands."


Universal has established itself as an industry leader in developing brand marketing alliances across multiple distribution platforms for its major entertainment properties. Over the past year, USP and its partners launched extremely successful cross-platform promotional campaigns for the hit features "King Kong" and "The Fast & The Furious: Tokyo Drift." Partnering on both the theatrical and DVD windows of "King Kong" were Kellogg's(R), Nestle(R), Toshiba(R) and Chase(R); multi-platform partners for "Tokyo Drift" partners included Castrol(R), Meguiar's(R) and Toyo Tires(R).