Industry News | May 28, 2001

Subway Kids Meal Features "Sheep"

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Subway Restaurants and Cartoon Network (Turner Broadcasting System Inc., a Time Warner Co.) are working together to produce a fun-filled toy promotion as part of Subway's Kids' Pak meal. It begins May 28 and runs until July 8.To generate kid awareness, eye-catching point-of-sale materials featuring Sheep and his nefarious pursuers will be prominently displayed at participating Subway locations in the United States and Canada. Included among these will be a sneezeguard static cling and display card. In addition, kids who visit the Subway Web site at www.subway.com will find a special interactive game featuring the "Sheep in the Big City" premiums.

"We are delighted to be associated again with Cartoon Network, especially to cross promote one of its most popular new shows," says Joanne Vermilya, promotional services supervisor, SFAFT (Subway Franchisee Advertising Fund Trust).

Sheep is a lovable, bright (yet naive) character who is definitely out of his element learning the ropes of urban living. Pursued by a Top Secret Military Organization, led by General Specific and his assistant Private Public, Sheep had to flee his idyllic farm life and hide out in the Big City in order to avoid being used as a component in a powerful ray gun developed by the military. Now ensconced in city life, Sheep faces such problems as finding a nice apartment, balancing work and a social life, avoiding the General, and falling in love with a poodle named Swanky, whose owner, Lady Richington, hates sheep!

The spring promotion features four toys created exclusively for this campaign. The Kids' Pak meal features a deli-style roll sandwich, a drink and choice of cookie and will include one of the following toys: Sheep in the Big City—running for his life, our hero poses on a piece of sidewalk in the Big City; Sheep Ray Gun—General Specific watches as Sheep lights up this fun gun; Private Public Sheep Launcher—when the General's devoted assistant,Private Public, tries to capture him, Sheep has to leap for his life; General Specific Helicopter—the General and Private look out from this fun push toy.

Cartoon Network, currently seen in 72.9 million homes and 145 countries around the world, is Turner Broadcasting System Inc.'s 24-hour, basic cable service offering the best in animated entertainment. Drawing from the world's largest cartoon library, Cartoon Network also creates and showcases innovative original programming such as "Dexter's Laboratory," "The Powerpuff Girls," "Cow and Chicken," "Courage the Cowardly Dog," "Ed, Edd n Eddy" and "Cartoon Cartoons." Since its launch in 1992, Cartoon Network has remained one of basic cable's fastest growing, highest-rated networks.