Profile: Daniel Barnathan

Nov 18, 2002  •  Post A Comment

Title: Executive VP, sales, marketing and promotion, 4Kids Entertainment
Recent interesting deal: “Our fall launch program partnered us with Toys “R” Us, along with multiple toy and video game companies. The multi-platform deal included a watch-and-win promotion (on-air and online), couponing, and a promotional video/DVD that included the client’s commercials.
“All children visiting Toys “R” Us stores in the U.S. could pick up a free Fox Box that included a promotional video, coupons, a CD-ROM and a prize. The box itself featured our programs, with artwork and details on where and when to watch, all centered around the theme `What’s Inside the Fox Box?’
“Almost 2 million Fox Boxes were distributed nationally over a two-week period, giving each of the promotional partners extremely targeted multiplatform messaging. For 4Kids Entertainment, the promotion resulted in ratings that were nearly triple those of the previous week, with each participant sharing in platformed exposure that a single media campaign could not achieve.”
The next big thing: “Those green, mean, pizza-loving fighting machines, the Teenage Mutant Ninja Turtles, are planning to kick some frog!
“4Kids Entertainment believes that the time is right to bring these superheroes back. All of the effort, planning and marketing muscle that was put into making `Pokeman’ and `Yu-Gi-Oh!’ the billion-dollar franchises they are today will be employed for the February 2003 debut.
“The return of the Turtles is a good illustration of what we see as the next big thing in the industry-rapid growth of new product in the family and kids entertainment categories.”
Is there anything you wish you had sold less of: “Based on the strength of the current advertising marketplace, holding back more of the Fox Box inventory from the upfront for scatter would have been a good play-especially in the fourth quarter. I could have sold it at a handsome premium.”
Is there anything you wish you had sold more of: “I wish I would have bought 4Kids Entertainment stock before Pokeman launched in the United States in 1997.”
If you weren’t in media selling: “Since I like to travel, I probably would get into international/global marketing or financing.”