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Ka-Chew! sticks nose into live-action

Ad biz arm to create youth-targeted spots

Klasky Csupo, creator and production company behind “Rugrats” and “The Wild Thornberrys,” has launched a live-action commercial division, Ka-Chew!, led by commercials veteran Paul Babb as executive producer.

Ka-Chew! will create spots for the youth and young adult markets and utilize an eclectic group of directors to showcase extreme sports, comedy, MTV-style shooting and graphics, classic advertising and mixed media.

Ka-Chew! is the live-action equivalent of Class-Key Chew-Po Commercials, the division of Klasky Csupo that produces mixed media and animated spots. Klasky Csupo senior VP and executive producer John Andrews will oversee both groups.

Babb comes from the Los Angeles office of Ogilvy & Mather, where he was senior partner and exec producer, and has produced award-winning commercials for various top-name clients. His awards include silver and bronze Cannes Lions, IBA-Beldings and Clios.

In addition to its Emmy-winning animated series, Klasky Csupo saw its first film, “The Rugrats Movie,” become the first non-Disney animated feature to top $100 million. The studio is in development on two live-action features.