A piece of Cake

This fall, DIC Entertainment will launch Cake, a new series on CBS' Saturday Morning Secret Slumber Party programming block, a three hour period of animated and live-action shows developed to help promote healthy and active lifestyles.

Cake follows a 13-year-old girl who, along with her two best friends, hosts a cable access show that teaches the audience how to make everyday items like lamp shades, CD cases and customized T-shirts. Merchandising partners, which were not yet announced at press time, will launch the first wave of products based on the series in January 2007. A second assortment of products will arrive at retail next fall.

Juanita Palomino, DIC's vice president of licensing, says that there's a noticeable trend towards “Martha Stewart-esque” programming, and the company wanted to bring it to a younger audience. “Children like to be engaged and more interactive. When we looked at the marketplace, there was a hole in terms of programming that really talked to that audience,” she tells Playthings.

Cynthia Modders, DIC's senior vice president, says that the merchandising campaign will entail a new arts and crafts line inspired by things girls see on the show. “Customers will be able to get ideas from the show, then mix and match with everything available from the show when they walk into a retailer,” she says.

Tie-in products will include a cake kit and other do-it-yourself kits inspired by projects featured on the show.