Mischevious Twins Uncommon Promoters of Healthy Foods

Mischevious Twins Uncommon Promoters of Healthy Foods Creators of the Popular Fictional Characters, Edgar & Ellen, Offer Unique Approach to Promoting Healthier Eating Habits Among Tweens CHICAGO, Jan. 18 /PRNewswire/ -- Star Farm Productions LLC is willing to walk away from what could be millions of dollars in offers for the licensing rights to their popular fictional characters, Edgar & Ellen. In the midst of a kids nutrition crisis, the Chicago-based entertainment company is one of the first to join the fight for healthier kids by targeting only makers of good- for-you foods with the opportunity to leverage its licensed characters. With the support of Star Farm characters, smarter meals and snack food options will be able to compete with the many high-calorie and sugar-laden snacks and low- nutrition foods that are often adorned with kid-friendly entertainment properties. (Photo: http://www.newscom.com/cgi-bin/prnh/20050118/SFTU010 ) With a collective revenue boasting $14 billion per year, entertainment and character licensing has proven to be an effective method of marketing to kids. In fact, many television commercials now use cartoon characters to sell products. Fast food chains alone spend $3 billion in television ads targeted to children. In conjunction with this growing trend, Star Farm Productions LLC is offering a unique, value-based approach to consumer promotions. Rather than license its fictional characters, including Edgar & Ellen, to the highest bidder, the company will only license its characters to consumer packaged goods corporations and quick serve restaurants that offer healthier foods. "Step into any aisle of a grocery store and you'll notice familiar characters jumping out at you from food packaging," says Patricia Lindsay, CEO and co-founder of Star Farm Productions LLC. "Licensed characters have been proven to capture kids' attention -- and Mom's pocketbook -- on everything from sodas and chips to cookies and candy. We are committed to giving healthier foods a competitive edge. Good food can be cool too!" Star Farm Productions' offer is a timely one. Estimated funds dedicated to marketing to children, about half of which is food related, have more than doubled over the past 10 years from $7 billion to $15 billion, and rates of obesity have doubled in children and tripled in teens over the past 20 years. Due to the increasing rate of child obesity, several organizations have released reports that encourage the food industry, including schools and movie studios, to voluntarily modify the way foods of questionable nutritional value are marketed to children. "One of Star Farm's founding goals is to make a positive, measurable impact on the lives we touch," says Lindsay. "We are working with kids to determine how best to reposition healthier foods so that they will start requesting them. Kids are smarter than adults when it comes to knowing what kids like. The best thing we can do is listen to them." Tweens (eight- to 12-year-olds) love all that is creepy and unusual, and Edgar & Ellen certainly fall into that category. From the popular Edgar & Ellen book series to their website, www.edgarandellen.com, these rambunctious twins entertain and amuse even the most well-behaved children. In fact, children in over 120 countries are falling under the spell of this troublesome pair! Each adventure leaves readers eager to discover what other twisted plots Edgar & Ellen have up their sleeves, and ultimately, how their clever scheming always results in their comeuppance. The twins have also attracted the attention of adults in the entertainment industry. This year, Mattel is introducing Edgar & Ellen games and puzzles, Comcast is debuting animated shorts on their broadband service, and Academy Award-winning Kopelson Entertainment is developing a live action feature film for a 2006 release. First up, however, is partnering Edgar's and Ellen's gloomy, yet gorgeous, faces with a good-for-you food company. The twins' quirky humor and outrageous antics will have tweens buzzing with the excitement of seeing Edgar & Ellen in the supermarket! For more information on these diabolical twins, visit them at www.edgarandellen.com. But beware -- you never know what crafty plots await your arrival! About Star Farm Productions LLC Star Farm Productions is a Chicago-based entertainment company that creates content for youth and family audiences. Star Farm tells stories in multiple media and involves kids every step of the way. Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050118/SFTU010 AP PhotoExpress Network: PRN2 PRN Photo Desk, photodesk@prnewswire.com Source: Star Farm Productions LLC CONTACT: Tiffany Cho of Publicis Dialog, +1-206-270-4653, for Star Farm Productions LLC; or Cary Erickson of Star Farm Productions LLC, +1-312-226-7130 ------- Profile: International Entertainment