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He was quoted in a company release saying, "With 15 million boys
aged eight-13 spending $18 billion annually on their own and influencing
an additional $145 billion in spending, many companies have devoted
considerable time and resources marketing individual products to
them.
"Yet no one has been able to successfully create an integrated
brand that delivers content for multiple platforms simultaneously.
We will fill this market niche in a way that our target audience
will embrace and make their own.".
Riot's content will include live action and animated television
, a comic book, a monthly magazine and books; home video programming,
collectible game and trading cards; toys, electronic games, action
figures and other licensed products; and an interactive website
with an e-commerce element. The first products are expected to be
available next year.
Meanwhile Riot Consulting will provide strategic analysis, contribute
content, develop branding and serve in an advisory capacity to companies
that are targetting the tween market.
Reflecting the importance of this market Riot Consulting claims
that it has already been retained by TV Guide. Riot Consulting is
working with TV Guide to help the publication reach younger, wider
audiences through advertising, advertorials, cable and satellite
providers and special interest publications.
Gissen added, "Having studied this market exhaustively, we know
precisely what this demographic likes and wants and we know how
to reach them. We are exceptionally well positioned to take our
expertise and leverage it in both our proprietary products and consulting
businesses."
All Riot's content stems from a central, core story that draws
on the universal theme of the battle between good and evil with
villains and underdog heroes. The Riot story is set in a fictional,
small American city that is threatened when an evil circus arrives.
Determined to drive the locals insane and steal their mental powers,
the members of the circus -- nasty clowns, disgusting freaks, scary
daredevils and wild animal acts set up shop and begin implementing
their diabolical plan.
Faced with this threat, the town's boys rally and fight back -
aided by a very special chimp who escapes from the circus and helps
the boys in their desperate fight. As the true hero of the story,
Riot the Chimp is the mascot of the entire Riot brand and will be
featured prominently in all materials and products.
Gissen said, "The Riot storyline is everything tween boys love
-- action-packed, irreverent, humorous, gross, scary and zany --
but we never cross the line. We will be edgy but safe. Parents won't
have to worry that our content will be inappropriate in any way."
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