Picture the early days of “SpongeBob SquarePants” — before the theme park tie-ins, the movies and the merchandising blitz. Back when it was just a goofy animated show that somehow developed a loyal audience.
By that measure, “Phineas and Ferb” is the new “SpongeBob.” A witty Disney Channel series about two stepbrothers and their pet platypus, “Phineas and Ferb” has blossomed into a ratings hit among children. Can the Walt Disney Company now whip the show into a “SpongeBob”-size franchise?
It is certainly trying.
Disney has shifted gears from a soft to a hard sell for “Phineas and Ferb.” Costumed characters have been introduced at Disneyland, where posters advertising the show also adorn ticket kiosks. By mid-July, the program’s first major merchandising line will be introduced by mass retailers — Wal-Mart, Kmart, Kohl’s, J. C. Penney, Target — and a monthly magazine will arrive soon. In addition, Kraft has licensed Phineas Flynn and Ferb Fletcher to adorn its Macaroni and Cheese line (arriving in grocery aisles in 2011).
“We have the ability to identify properties and emerging trends that are capturing the attention of kids — what’s the hottest license, what’s coming up — and ‘Phineas and Ferb’ is definitely one,” said Lisa Harnisch, a Toys “R” Us vice president.
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