Lion goes Mad for kid science

MGM plans sponsorships, toys, clothes, vidgames

Montreal-based Mad Science Group has cooked up some chemistry with MGM Studios in a wide-ranging deal to develop a family-friendly TV show and expand the science-based entertainment org’s merchandising and licensing reach.

MGM also will manage worldwide DVD and video distribution related to the shows under the deal announced by MGM veep of consumer products and interactive Travis Rutherford and Mad Science CEO Ariel Shlien.

“This agreement enables us to expand Mad Science into a major entertainment brand by leveraging the strength of MGM as a global production and distribution entity,” Shlien said. “Together, we will turn Mad Science into the world’s premier children’s science brand.”

MGM will look to expand Mad Science’s opportunities in areas such as sponsorships, promotional partners and makers of licensed products such as toys, clothes, vidgames and magazines.

Mad Science has 150 franchise offices in 20 countries conducting kid-friendly science shows in schools, camps, theme parks and elsewhere, and it has a separate division that conducts large-venue touring productions. The company puts on about 150,000 shows a year in 13,000 North American schools, reaching 5 million families.