Not only does YTV the television network have a new ‘weird’ look and an unprecedented number of fresh programs, it has a range of non-television endeavours that will raise the network’s profile in some unexpected places. Timed to coincide with its eye-catching new television season, YTV is unveiling an innovative range of branded merchandise.

‘We spent the last 10 years developing a kids brand that has all the essential ingredients we need to really extend that brand,’ says Susan Mandryk, vice president, marketing. ‘Drawing upon that, we’ve been working very hard to introduce brand extension in a meaningful way for the first time.’

YTV’s initiative to build its brand began by a revamp of its on-air look, adopting the tag line ‘Keep it Weird.’ YTV’s weird has an orientation towards playful humour that elicits the reaction ‘I can’t believe I just saw that’, and it challenges the way kids see their world. In support of the new ‘weird’ season, the network launched an integrated ad

campaign that includes their web site, on-air promotions, posters, print advertising and bus ads.

Mandryk says that YTV made sure that all the key elements were in place before extending its brand into merchandising. ‘We had to first make sure we had good awareness, which we do: research shows we have 98 per cent awareness with tweens in Canada and we are the number one kids’ network.

Secondly, from the standpoint of public relations, parents and educators, we’re recognized as kid expert. Thirdly, we talked to kids and got permission from them to extend the brand. Merchandising represents another tool in our arsenal of opportunities to increase customer satisfaction and loyalty.’

YTV’s merchandising initiatives include a YTV-branded line of toys and a line of ‘YTV Approved’ computer software titles. Hasbro Canada is producing the line of YTV-branded products that include plush toys, puppets, waterpals and puzzles based on the popular Fuzzpaw television characters, a Dark Night board game, puzzles and YTV novelty items. The products are geared toward a broad age range from toddlers and preschoolers to the tween market. Some products are already in stores such as Zellers, Wal-Mart and Toys `R Us as well as the Sears Christmas Wish Book, with the full range to be in stores before the busy Christmas season. In software republishing, YTV has inked a deal with Beamscope, which will manufacture and distribute the products to mass merchandisers and computer retailers across the country.

YTV and Beamscope have committed to release a minimum of six kid friendly CD ROMs over a year, with titles suitable for kids age 4 and up, such as Sailor Moon and Eat My Dust. These new initiatives were the result of careful market research and YTV’s ongoing commitment to keeping in touch with kids, something Mandryk admits can be quite challenging.

‘Kids are changing and evolving all the time and keeping up with their expectations can be tricky,’ she says. ‘We have a Web site where kids write in, telling us what they like and don’t like, which provides a tremendous amount of valuable information. Also, once a year, we do a `Tween Report,’ where we talk to kids from across Canada about their lifestyle, attitudes, entertainment and our programming content. We also do focus groups regularly on every aspect of YTV, and we have our Bust Out Tour where we meet up with kids face to face in their communities. In talking to kids about our `Keep it Weird’ concept, for example, we found that `weird’ was funny and funny is good, while ordinary and nice is the kiss of death. So if its funny and they laugh, they are engaged and they tell their friends about it.’ The same communications vehicles that allow YTV to learn about kids – the Web site, the Bust Out Tours, and its fall PsykoBlast event at

Paramount Canada’s Wonderland – all offer valuable opportunities to cross-promote products and programs – and to build loyalty.

‘We want to make sure that anything we put the YTV brand on would result in a deepening of loyalty,’ says YTV president Paul Robertson. ‘Sure, we’d like to build revenue, but the primary goal of these initiatives is to get the YTV name out there and to build loyalty. It was important that we be involved with a company like Hasbro, which is renowned for producing high-quality products for kids. We will now be able to respond to our viewers – who have requested such products -and provide them with the added value that these brand extensions will bring to both parents and children.’

With its toyline now filling store shelves, YTV doesn’t see any reason to stop its brand extension initiatives. Some of the ideas for future projects coming out of the YTV offices include apparel and apparel accessories, back-to-school items, and electronic products. ‘At the end of the day,’ says Mandryk, ‘we have extremely aggressive plans to become a real force in kids entertainment, whether that be through building internally or through acquisitions.’