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Bandai America, Campbell Soup Co.'s SpaghettiO's, McDonald's Corp. and Toys "R" Us have signed up with Saban Entertainment for a multimillion-dollar, four-month promotional push for "BeetleBorgs Metallix," the second season of Saban's hit "BeetleBorgs" kids TV and licensing brand.

Saban is taking a page from its "Mighty Morphin Power Rangers" marketing handbook by reformulating the "BeetleBorgs" property each season, which in turn creates new toys and merchandise.

"BeetleBorgs Metallix" will be launched Sept. 8 in the Fox Kids Network block of afternoon programming.


The brand will benefit from consecutive four-month waves of support. The second cycle begins in January, when Saban and Fox implement their "Big 4" marketing strategy. That effort will promote one property per quarter, beginning with "BeetleBorgs Metallix" (AA, June 9).

The highlight of the first wave is the presence of McDonald's. The fast-food chain will offer a "BeetleBorgs Metallix" Happy Meal from Aug. 25 through September. Kids will get one of six toy premiums, produced by Bandai, the property's master toy licensee. The Happy Meal package also will include a brochure touting Bandai's line of "BeetleBorgs" products.

McDonald's will support the promotion with an ad campaign consisting of three TV spots, two from Leo Burnett USA, Chicago, and a Spanish-language spot created by Del Rivero, Messianu, Coral Gables, Fla.

Also beginning Aug. 25 and running through December, Campbell will put special "BeetleBorgs Metallix" packaging on 20 million cans of SpaghettiO's. Under the label will be one of four sets of collectible stickers.

Campbell will support its involvement with a TV spot created by Foote, Cone & Belding, New York. The promotion will be announced in a free-standing newspaper insert, handled by Davidson Marketing, Chicago.


From September through November, Toys "R" Us will exclusively carry two Bandai "BeetleBorgs" toys: BeetleBorgs' Haunted Mansion and the Talking Flabber Doll.

Bandai will tag its fall schedule of ads with a message promoting the toys from Toys "R" Us. J. Walter Thompson USA, Chicago, handles Bandai's advertising.

Also, Fox Kids affiliates will conduct on-air promotions throughout September

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