Wal-Mart Gets Ready to Retail-Tain

Disney's Kim Possible and Scholastic's Clifford the Big Red Dog each have play dates scheduled in Wal-Mart stores this summer.

The Bentonville, AK-based retailer will feature an exclusive line of product based on the Disney Channel animated series from July through December. The Coca-Cola Co. is taking part in the promotion and will feature five Kim Possible Kimmunicator trading cards inside packages of Coke Classic July 20 through Aug. 16.

Meanwhile, ConAgra's Act II Popcorn has a Wal-Mart specific promotion for the Kim Possible home-video release in the works. Kim Possible product will be featured daily from July 28 through Aug. 24 on the Wal-Mart Television Network and at the "What's In Store" section of www.walmart.com. Spots on the Disney Channel Aug. 6 through Sept. 6 will plug the Wal-Mart retailtainment event in stores on Sept. 6. At the event, various activities will lead up to the premiere of a brand-new Kim Possible episode shown in stores on Wal-Mart TV.

Lastly, a McDonald's Happy Meal program runs from Sept. 5 through Oct. 2. Fifty million Kim Possible premiums will be distributed.

Meanwhile, on July 12, Clifford will visit Wal-Mart stores for a retailtainment day. Throughout the month, Wal-Mart's 3,000 stores will feature a heavy amount of signage featuring Scholastic's big red dog, as well as discounts on Clifford books and Artisan Home Entertainment videos. Spots on Wal-Mart's in-store radio network support and employees will sport Clifford buttons.

A Clifford growth chart will be distributed to shoppers visiting store book departments on July 12. Clifford's year-long promotional partner, Lipton, will stage doghouse-building contests (out of Soup Secret boxes) in-stores throughout the month. The boxes will be donated to local soup kitchens after the events. "He's turning 280 years old in dog years [40 human years], and we're celebrating all year" said Leslye Schaefer, senior VP-marketing and consumer products at Scholastic Entertainment, New York City.