Teletubbies Hitting the Road - plans for 40-80 city promotional tour - Brief Article

Brandweek,  May 7, 2001  by David Finnigan

Tags: entertainment, MARKETING, PBS

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Toddler TV favorite Teletubbies will follow in Barney's big purple footsteps when the PBS show hits the road next January for a live 40- to 80-city tour.

The deal, signed in mid-April, calls for financing by event promoter SFX Family Entertainment, Teletubbies' originating British company Ragdoll and its U.S. partner, itsy bitsy Entertainment. The tour's target audience is parents and children ages 6 months to 3-plus years. No promotional partners have been lined up yet, but itsy is seeking mom-targeted product makers.

The Teletubby characters--Po, Dipsy, Tinky Winky and LaaLaa-have not made commercial appearances, said Robin Sayetta, its/s president of off-screen entertainment. A concern has been that real actors in Teletubby outfits might frighten toddlers accustomed to seeing TV-size characters.

"It's a much younger age range than typical live entertainment," she said. "We're almost approaching it as a hospitality experience."

SFX Family president Jonathan Hochwald said the walk-through, interactive event would be in tented settings in parking lots, parks or arenas.

COPYRIGHT 2001 BPI Communications, Inc.
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