Fox Family Worldwide has created an inhouse consumer products division in an effort to streamline development and marketing efforts for products tied to its kidvid properties.
Saban Entertainment veteran Elie Dekel will head the new wing as exec VP, reporting to Fox Family chairman Haim Saban. Fox Family is the offspring of last year’s merger of Saban Entertainment and News Corp.’s Fox Kids Worldwide unit. Dekel was previously exec VP of marketing and advertising for Fox Family.
“This division reflects our company’s commitment to focus specialized attention on the consumer products marketplace,” said Saban.
The division will encompass Fox Family’s homevid activities, as well as licensing, merchandising and national promotions. Dekel’s team will work closely with their marketing and promo counterparts at the Fox Kids Network and the Fox Family cabler, which unveils its new moniker and new kidvid daytime format Aug. 15.
Among the merchandising projects in the works are educational books and software tied to “The All-New Captain Kangaroo,” and toy and clothing lines linked to the upcoming fall series “Mystic Knights.” Additionally, Fox Family has teamed with the NASCAR org to develop a kid-oriented motor sports series and NASCAR-branded merchandise.
Dekel also is looking to expand Fox Family’s presence in the homevideo and direct-to-video marketplace. Fox Family is slated to produce at least two dozen made-fors a year for the cabler’s primetime sked, some of which may have an afterlife on video.
“Our expanded production pipeline will enable us to embrace a much broader-reaching video business that could bring us a healthy stream of revenue,” said Dekel.