Twisted Whiskers™ Expands Licensing Program as Precursor to New Animated Series
Strong Greeting Card Sales and Online Success Fuel Brand’s Popularity
NEW YORK, NY(June10, 2008)American Greetings Properties, the intellectual property and outbound licensing division of American Greetings Corporation, looks to grow the pop-eyed pets of Twisted Whiskers into new product categories.
Fueled by a newTwisted Whiskers television series in developmentfor launch in 2009/10 and strong brand popularity across new media and social expressions products, American Greetings Properties looks to continue expanding its licensing program by leveraging the irreverent humor of Twisted Whiskers, targeting kids of all ages and adults.
Launched in 2001 as a greeting card line, Twisted Whiskers features a “twisted” bunch of cats and dogs and immediately became the fastest-selling summer social expressions line ever developed by American Greetings. The broad appeal of these comically contorted animals has led to a successful merchandise program including stationery, greeting cards, calendars, pet products, publishing, gardening and automotive accessories. American Greetings Properties is seeking additional licensing partners to grow the brand across key categories in advance of the TV series launching on-air.
“Working off of the success of the Twisted Whiskers greeting card program, we signed licensees across about a dozen categories a few years ago,” explained Joan Grasso,Vice President, Domestic Licensing, American Greetings Properties. “We’ve had success in many areas, but now with new art and new entertainment, we are expanding the demographic appeal of the brand and opening up new opportunities for merchandise licensing.”
Since launching the greeting card line, the Twisted Whiskers property has gained momentum online. In 2007, 860,000 Twisted Whiskers e-cards were sentand there were 9.5 million instant message downloads via Kiwee.com.In the first quarter of 2008 more than 100,000 e-cards have been sent along with 1.8 million instant message downloads.
Due to the overwhelmingly successful response from the Twisted WhiskersCGI shorts, which were produced in conjunction with Margaret Loesch of The Hatchery LLC, posted online, and featured as e-cards, American Greetings Properties is now transforming the cats and dogs of Twisted Whiskers into a full-fledged entertainment-based character property.
Mike Young Productions and DQ Entertainment joined American Greetings Properties last summer to start production of 26 half-hour episodes; each comprised of four separate all-new CGI animated shorts. Two of the shorts will involve longer storylines of approximately ten minutes and two shorter stories at approximately 30 seconds each. The zany cats and dogs will interact in typical pet situations that will become “twisted” as the animals get into funny and unexpected (mis)adventures. Each animal will have a very distinct and recognizable personality that will encourage creative freedom to place them in an unlimited variety of themes, places, and situations. The series is being sold around the world with targeted on-air dates in 2009 and 2010.
American Greetings Properties will also continue to work with Bill Kopp, the creative talent behind the original Simpsons shorts from the Tracey Ullman Show as well as the initial online Twisted Whiskers’ shorts, to help oversee the creative direction of the new television series.
For more information about licensing, marketing and promotional opportunities, Twisted Whiskerswill be on display at booth # 3033 at the Licensing International Expo, June 10-12, 2008.
About American Greetings Properties
American Greetings Properties (AGP) is the intellectual property and outbound licensing division of American Greetings Corporation. Built upon the successful re-launches of Care Bears and Strawberry Shortcake licensed products, which have garnered nearly $5 billion in retail sales worldwide combined since 2002, AGP develops multi-platform campaigns for its properties through digital media, entertainment, marketing and merchandising. In addition to Care Bears and Strawberry Shortcake, AGP’s active classic brands include Holly Hobbie and Madballs, as well as new properties Sushi Pack, Twisted Whiskers, Maryoku Yummy and TinPo. Children can experience AGP online at more information on AGP, visit
About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Located in Cleveland, Ohio, American Greetings generates revenue of approximately $1.8 billion. For more information on the Company, visit
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Karen Silberg and Kas Rigas
DAN KLORES COMMUNICATIONS
212-981-5232/212-981-5211