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‘Millionaire’ tunes up toon version of gamer

Celador, DIC partnering to produce new series

HOLLYWOOD — “Who Wants to Be a Millionaire” is about to get really animated.

The gameshow’s British creator, Celador, and L.A.-based kids producer DIC Entertainment are partnering to produce an animated series inspired by the worldwide hit.

The deal will include home entertainment, consumer products and promotional opportunities associated with the new animated series.

Picking up where the top-level question is answered and leading into a narrative adventure targeted at kids and families, the series’ animated host will launch gameshow winners on a journey to exotic locations.

“This is a chance to fantasize what happens when the winners walk out of the studio with their prize check and the opportunity to live out their dreams,” DIC chairman-CEO Andy Heyward said. Heyward added that the series would retain the musical cues and the look of the gameshow.

In the series, the animated host will stay in touch with characters through their dramatic adventures via the so-called Millionaire Studio Command Center.

DIC, which is the majority partner in the deal, will begin selling the animated series internationally at the upcoming Mipcom TV trade show in Cannes the second week of October. The show is destined for one of Disney’s outlets Stateside.

The show’s complete title is “The Adventures of Who Wants to Be a Millionaire: The Animated Series.”

“We have been very protective of ‘Millionaire’ since it first launched on ITV in the U.K. three years ago, carefully managing every aspect of its use and application. The animated series will take the brand in an exciting new direction,” said Celador Intl. marketing director Adrian Woolfe.

Celador has licensed the format of “Millionaire” in 75 countries. DIC’s properties include “Inspector Gadget,” “Where in the World Is Carmen Sandiego?” and “Madeline.”

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