Official Logo
Airing on: WHITE TEXT Logo
Proudly created with the Edison Innovation Foundation
All BLACK Logo
© 2017 Genius Brands International, Inc. All rights reserved. Together with the greatest inventor of all time, we’re showing kids how FUN science can be.
In fact, it’s a BLAST!
Page 2 The Premise
Unknown to the world, Thomas Edison had a secret lab where he invented a virtual version of himself and a nearly-completed robot to show kids how fun science can be!
The secret lab, Edison’s virtual alter ego, and his prototype robot remained hidden until a 12-year-old prodigy cracked the secret coded message that Edison left behind. The young genius and her friends moved into the lab and added a virtual link for kids everywhere to join in their hilarious adventures.
“Good fortune often happens when opportunity meets preparation.” - Thomas Edison
Page 3 52x11’
STEM-Based Comedy Adventure Series
Thomas Edison’s Secret Lab® has a blast of Big Bang Theory, a touch of Inspector Gadget, and a dash of The Jetsons.
The series combines clever comedic concoction of wild visual experiments and inventions with crazy characters who get caught up in amazing adventures.
Writers include Emmy-nominated Steve Banks (SpongeBob Square Pants), multi-Emmy award- winning Jeffrey Scott (Dragon Tales), Emmy award-winning Mark Young (All Dogs Go to Heaven 2), and Thomas Edison is being voiced by American singer and songwriter Livingston Taylor. Music is written by Grammy Award-winning producer Ron Fair.
“Be courageous! Have faith and go forward!” - Thomas Edison
Page 4 THOMAS EDISON The Most Admired Inventor of All Time!
Source: The 2012 Lemelson-MIT Invention Index from a survey of young adults.
“Inspiration can be found in a pile of junk.” - Thomas Edison
Page 5 Target Age
Kids 5-11 (Sweet Spot 6-8) Adventurous. Inquisitive. Creative. Enterprising.
“I have far more respect for the person with a single idea who gets there than for a person with a thousand ideas who does nothing.” - Thomas Edison
Page 6 Characters
Thomas Edison Angie JD Kent Virtual mentor and guide Thoughtful, meticulous Comically reckless and Has all sorts of phobias who loves science -- and brainiac with wild-eyed resourceful science geek and loves the real-world practical jokes! enthusiasm for science. who can be a bit sloppy. applications of science.
Von Bolt Nicky Chang Loyal lab assistant who is The swaggering scientific Hip computer genius who ever positive in spite of genius who is secretly is a virtual member from being crashed and kicked in jealous of Angie. Shanghai. the name of science!
Page 7 Kafloooey & The Kaflooogalator Among the hi-jinx and gags throughout each episode, you never know what kind of crazy substance will spew out of the lab’s Kaflooogalator!
Page 8 Episode Format 52x11’ Original Episode + Original Music Video • Each 11-minute episode covers a STEM topic in a fun, exciting, engaging and comedic way that makes learning fun and a blast • The STEM message from each episode is reinforced with an original music video created by legendary producer and music impresario Ron Fair —— Episode about magnetic field is followed by original song / music video about the topic —— Schoolhouse Rock + STEM + Fergie/Black Eyed Peas = SUCCESS!! • Music video format opens up broad distribution as stand alone interstitials and bumpers
Episode: “Nicky’s Compass” Music Video: “Magnetic, Magnetic”
Page 9 Music Video “Honeybees and Bumblebees”
Page 10 Marketing & Distribution Strategy
Page 11 Content Ubiquity We are always on and accessible everywhere!
• Linear Television - Public Television, Qubo, Starz • SVOD / OTT — Apple TV, Xfinity, Southwest, Amazon Fire • Digital — YouTube, YT Kids, PopJam, Battery Pop, Toon Goggles • DVD — N Circle • Non Traditional — Chuck E. Cheese
Following a very successful MIP and MIP Jr., there is renewed interest in Thomas Edison’s Secret Lab and particularly the music videos from leading broadcasters and digital outlets around the world.
Page 12 DVD Releases • N Circle has released 3 DVDs currently being sold at Walmart, Costco, Barnes & Noble, Amazon, Toys R Us, etc. • New releases are planned for 2017.
Page 13 Marketing Recap Since the show debuted late October 2015 on Netflix and Public Television, we have been actively marketing the brand to establish Thomas Edison’s Secret Lab as the #1 Character Brand for STEM:
Ovation Brands National Promotion • Promotion ran in December 2015 in 325 restaurants in 35 states ENTER TO WIN • Approximately 10MM people saw Thomas Edison’s Secret Join Thomas Edison's Secret Lab A 5 day /4 night family vacation to The Westin Cape Coral Resort EVERY FAMILY NIGHT at Marina Village, courtesy Lab signage of VISITFLORIDA.com. Now through Dec. 31 Air, hotel and other perks included. Live “Experiments" • Pajama Party Visit • Nearly 60,000 kids engaged with Thomas Edison’s Secret www.secretlabsweepstakes.com Genius Scientist Dress Up • MORE! for details. Ask Cashier for details 15 Secondary prizes Lab during the Family Night Promotion awarded as well!
See website for details. • Over 28,900 unique entries into the national sweepstakes — making it the best performing national promotion they ran in 2016
Download Thomas Edison’s Secret Lab in the App Store or Google Play Store. Purchase the first Thomas Edison’s Secret Lab DVD at www.NCircleEntertainment.com on 12/15/15!
TM & © 2015 Genius Brands International, Inc.
Page 14 Marketing Recap
Thomas Edison’s Secret Lab App “Highly Recommended and “Quality educational a Top Pick.” content.” - Teachers with Apps - Appysmarts.com
Radio Promotion (15MM impressions) • “Twas the Night Before Liftoff” DVD national radio promotion (30 stations) • Along with our DVD promotion/giveaway, iFLY (indoor skydiving company) has agreed to come on board as a grand prize partner
Click to play sample radio promotion
Page 15 2017 Marketing Plan A targeted and multi-faceted marketing and promotional plan will be implemented for Thomas Edison’s Secret Lab in 2017 to lead us on the road to 25MM views and 50K subscribers.
is the #1 place to engage with kids. Thomas Edison’s Secret Lab Influencers • 52 11-minute episodes delivered weekly with a launch in June to capitalize on kids’ social media use during the summer months • Music videos included within each episode • Comprehensive Google AdWords and TrueView campaigns targeting parents, science, technology • Featured placement on YouTube Kids App • Key influencer campaign across STEM education YouTube channels 12.9 MILLION Total Subscriber Count • Channel currently has over 300K organic views 1.8 BILLION Total Audience Views
Page 16 2017 Marketing Plan
Fast Casual Family Dining Chain Partnership • Partner with a Family Dining Brand with national presence in 50 states • National promotion entails: ²²Placemats with Thomas Edison’s Secret Lab games and activities ²²Kids activity book with Thomas Edison’s Secret Lab materials ²²Window clings, wall posters, floor displays, table tents, buttons/pins ²²Kids cups with Thomas Edison’s Secret Lab artwork
Page 17 2017 Marketing Plan Cross Promotion Partnership: Southwest Airlines • Ranked as a top family-friendly airline • Shuttles over 145 Million passengers annually, serving 98 destinations nationwide • Thomas Edison’s Secret Lab featured content delivered in console as part of free in-flight entertainment package • Exploring Thomas Edison’s Secret Lab activity worksheets and/or activities in InFlight Magazine
Page 18 2017 Marketing Plan
Digital & Print Partnership: Highlights • Reaches 3MM homes per year • 70+ years producing kids’ content • Exploring partnership with Highlights Magazine promoting STEM with Thomas Edison’s Secret Lab Kids: ²²Print: Activity Story Book with featured story mixed with fun activities: —— Word Puzzles/Scrambles —— Spot the Differences —— Coloring Cut Outs —— Mix & Match ²²Digital: Featured Story, Printable Worksheets, Thomas Edison’s Secret Lab Science Experiments, Featured Game in the “Play It” Section, Featured Art Activity
Page 19 2017 Marketing Plan
Robust Digital & Print Campaigns • Exploring campaigns with other publications such as TIME for Kids, National Geographic Kids and Kids Discover. • TIME for Kids is the go-to destination for Kids, Families and Educators motivating the youth to know more ²²In 111,575 classrooms nationwide reaching 3MM students grades K-6 and 4.5MM parents ²²Provides supplement materials that educate, engage and enhance teachers curriculum through: classroom posters, take-home infographics, and bookmarks
Page 20 2017 Marketing Plan
Cross Promotion Partnership: Destination Science (STEM Summer Camps) • Extends STEM outside of the classroom and into the summer with hands on activities • Reaches 53,000 campers ages 5 to 11 at over 66 locations Nationwide from June to August • In discussions to include Thomas Edison’s Secret Lab science experiments in all camps
Page 21 2017-2018 Marketing Plan
Science Museum Initiative • Creating partnerships with science museums and STEM-based organizations to help kids discover and excel in science. • Providing free show materials to allow partners to create viewing opportunities, hands-on exhibits, and educational supplements • Free screenings of Thomas Edison’s Secret Lab episodes for museums with theaters • Where applicable, creating retail opportunities to sell merchandise.
Page 22 • Compounds (Kafloooey) • Activity & Science Kits • Games & Activity Puzzles • Calendars • Novelties • Rockets • Much, much more Genius has taken the lead on sourcing and developing this program; it is turnkey and ready to go. Factory partners have confirmed excellent pricing and low MOQs.
Page 23 Product Concepts
Page 24 Product Concepts
Page 25 Product Concepts
Page 26 Product Concepts
Page 27 Product Concepts
Page 28 Product Concepts
Page 29 Product Concepts
Page 30 Product Concepts
Page 31 “If we all did the things we are really capable of doing, we would literally astound ourselves...”
Page 32