• by Wayne Friedman , August 16, 2010

Struggling Saturday morning kids network 4Kids Entertainment is trying a new marketing spin come this fall, targeting young boys with a new brand campaign talking up its slate of Japanese animated cartoons. 

The five-hour network, which runs on CW affiliate stations, has started up a campaign called "Toonzai on CW 4Kids," emphasizing its focus on Japanese animated series. Shows include "Yu-Gi-Oh! 5D's," "Dragon Ball Z Kai," "Sonic X," "Dinosaur King" and original episodes of "Yu-Gi-Oh!"

During a earnings announcement, Al Kahn, chairman and CEO of 4Kids Entertainment, said the company had recently reached a new and more favorable financial agreement with The CW. He didn't go into details.

Revenue for the company continues to drift downward.

For the second quarter, net revenues were at $2.5 million against $3.6 million in the second-quarter 2009. The company was able to trim costs -- and, as a result -- narrow its quarterly net loss, which stands at $7.6 million versus a $16.2 million net loss in the same period last year.

"4Kids had a difficult second quarter as revenue across our separate business segments came in below expectations," stated Kahn. 4Kids sells national advertising TV time for its shows on The CW, as well as licensing and merchandising agreements for its TV shows.

The company continues to explore talks with several companies looking to invest or acquire 4Kids Entertainment.