Los Angeles-based licensing and marketing agency Brandolution has been tapped by the Jim Henson Co. to manage all U.S. and Canadian licensing for its new animated preschool series SID THE SCIENCE KID (previously known as WHAT'S THE BIG IDEA?), reports KIDSCREEN. The merchandising campaign for the science-readiness-based series will include toys, books, activities, party products, apparel, and home furnishings. Roll out driven by toys and books is planned for the 2008 holiday season, with another phase to follow in 2009.
The 40x30 series with a launch date of Sept. 2008 on PBS Kids is being co-produced by the Henson Co. and Los Angeles PBS station KCET.
