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.
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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.