Cartoon Network - Marketing

Marketing

Cartoon Network shows with established fan followings, such as the The Powerpuff Girls, allowed the Network to pursue licensing agreements with companies interested in selling series-related merchandise. For example, agreements with Kraft Foods led to widespread in-store advertising for Cartoon Network-related products. The Network also worked on cross-promotion campaigns with both Kraft and Tower Records. In product development and marketing, the Network has benefited from its relation to corporate parent Time Warner, allowing for mutually beneficial relationships with various subsidiary companies.

Time Warner Cable, the cable-television subsidiary of the corporate parent, distributed Cartoon Network as part of its packages. Turner Broadcasting System, the subsidiary overseeing various Time Warner-owned networks, helped cross-promote Cartoon Network shows and at times arranged for swapping certain shows between the networks. For example, Samurai Jack, one of CN's original shows, was at times seen at Kids' WB, while Cardcaptors, an anime licensed by Kids' WB, was at times seen at Cartoon Network. In each case the swap intended to cultivate a shared audience for the two networks. Time Inc., the subsidiary overseeing the magazines of the corporate parent, ensured favorable coverage of Cartoon Network and advertising space across its publications. Printed advertisements for CN shows could appear in magazines such as Time, Entertainment Weekly, and Sports Illustrated Kids. AOL, a sibling company to Time Warner covering Internet services, helped promote Cartoon Network shows online by offering exclusive contents for certain animated series, online sweepstakes and display advertising for CN.

Warner Home Video, the home video subsidiary, distributed VHS tapes and DVDs featuring Cartoon Network shows. Rhino Entertainment, a record label subsidiary, distributed cassette tapes and CDs with Cartoon Network-related music. These products were also available through the Warner Bros. Studio Store. DC Comics, the comic book subsidiary, published a series featuring the Powerpuff Girls, indicating it could handle other CN-related characters. Warner Bros., the film studio subsidiary, released The Powerpuff Girls Movie in 2002. Kevin Sandler considered it likely that the film would find its way to HBO or Cinemax, two television network subsidiaries which regularly broadcast feature films. Sandler also viewed book tie-ins through Warner Books as likely, since it was the only area of marketing not covered yet by 2001.