Marathon builds multi-platform campaign
PARIS — Zodiak Kids has closed a raft of deals on Zodiak-owned Marathon Media’s hit toon series “Totally Spies,” Gaul’s longest-running animated show.“Spies” turns on three sassy Beverly Hills college students who unwittingly become spies for a secret international group, and save the world from villains in between dates, school deadlines and shopping. The sixth season, which comprises 26 half-hours, has been nabbed by commercial net TF1 — the skein’s original commissioning broadcaster — Disney Channel in France, as well as Nickelodeon in German-speaking and Central and Eastern Europe, Benelux, the Nordic region, CIS, South-East Asia and Africa. The company is also in advanced negotiations with Canadian and Italian broadcasters. “Spies” originally aired on ABC Family Stateside before moving to the Cartoon Network. Toon has aired on TF1 for a decade, ranking as the network’s best-rated toon series. Headed by CEO Vincent Chalvon-Demersay and managing director David Michel, Marathon Media is building a multi-platform campaign to promote the sixth season and sustain the show’s appeal. It’s collaborating with the palace of Versailles to organize a four-month promotional event on site, including a treasure hunt, and is creating a Versailles-themed short and enhanced-reality app. “As we’ve established Totally Spies as a successful franchise worldwide, the next step for us is to go beyond licensing and forge commercial tie-ins outside of the kids arena to enhance our brand,” Michel told Variety. The series’ online role-playing game has 4 million registered users worldwide, while the show has more than 210,000 Facebook friends.