Astro Boy Relaunch Gets QSR, Pop-Ice Tie-ins

CKE Restaurants and Jel-Sert Co. will run promos tied to Astro Boy, premiering in February 2004 on Kids' WB.

Sony Pictures Television revives the Japanese anime character that first launched in the 1950s and became a cult hit in 1963.

Astro Boy premiers in February

Jel-Sert breaks an in-pack promo in February with "Ice-Poppin" Astro Boy trading cards in 4 million packages of Pop-Ice treats. On-pack bursts on 10 million packages tell kids to tune in to Kids' WB.

An on-air sweeps set for April will award a truckload of Pop-Ice (or $15,000) and a pair of Astro Boy Wristlinx two-way communicators. First prize (400) is a pair of communicators.

West Chicago, IL-based Jel-Sert handles promotions in-house with an assist from Dome Communications, Chicago.

Separately, CKE's restaurant chains Carl's Jr. and Hardee's will offer Astro Boy Cool Kids Meals June 23-Aug. 10 in 3,000-plus restaurants nationally. Meals come with one of four toy premiums based on Astro Boy characters. Carpinteria, CA-based CKE supports the summer promo with a two-week ad flight and P-O-P.