Mott’s this spring will partner with New York City-based Sesame Workshop and Sony Pictures Family Entertainment, Los Angeles, for a six-month tie-in to Dragon Tales. The effort will be the largest juice-boosting promotion in company history.

Beginning in March, Stamford, CT-based Mott’s will pepper packaging across 14 SKUs with various on-pack games, instant-win stickers, and other promotional materials. Account-specific overlays will support, along with media buys. Packages of multi-serve apple juice will sport an under-the-cap instant-win game giving away a grand-prize Dragon Tales party for 50 people. Other prizes include games, crafts, and collectable cells from the popular PBS television show.

Mott’s expects to generate more than 70 million impressions from the campaign, which will be refreshed with new packaging and promotional elements every 45 days. Ryan Partnership, Westport, CT, handles.

Plano, TX-based
Hawaiian Punch is taking teens to the movies in April. In a promotion targeted to 12- to 15-year olds, the company will offer free movie tickets plus snacks and drinks on-pack. P-O-P will support. In addition, 12-packs of the drink will offer 50-cent coupons.

Warner Home Video, Burbank, CA, next month will launch yet another partner-packed effort linked to a Scooby-Doo direct-to-video release. Scooby Doo and the Ghoul School hits shelves March 6 backed by offerings from promotional partners in a multi-page coupon book packaged with the video. The Spotlight Studio Pass, as the coupon book is called, will feature $1,400 in discounts from partners including Blimpie Restaurants, Flowers USA, International House of Pancakes, Club Med, and Princess Cruises. The booklet will also house rebate offers from Samsung, FujiFilm, and Max Factor. A What is in Your Spotlight? sweeps overlay offers trips to Warner Bros. film premieres, DVD players, videos, and other merchandise. The studio adds a separate coupon of its own, a buy-three-get-one free offer for video titles.

Warner Home Video, Burbank, CA, will release Go! Exercise with the Teletubbies to video in March with a special $12.95 retail price and a comprehensive marketing campaign including magazine ads, mail-in rebates in conjunction with Scholastic books and Kid Rhino records, and a “Teletubbies Exercise Day” in more than 40,000 preschools nationwide. The effort will also be supported through a Teletubbies outreach program conducted through broadcaster PBS’s Ready to Learn.

Lyrick Studios, Allen, TX, is enticing parents to buy Barney’s latest concert video, Barney’s Musical Castle Live!, with an in-pack coupon good for up to two dollars off Procter & Gamble’s Luvs diapers, Cincinnati. The title streets on March 6 with a $14.99 retail price.

What does every 14-year-old girl want? Her own fashion line, of course. TV stars Mary-Kate and Ashley Olsen launched a line of children’s clothing in Wal-Mart. The twin sisters have already sold $100 million in books and videos through their company, Dualstar Entertainment Group. Videogames from Acclaim Entertainment Inc. and dolls from Mattel Inc. round out the current licensing list.

Microsoft Corp., Redmond, WA, recruited boy band `N Sync in its efforts to lure teen subscribers for Internet service Microsoft Network. NSync@MSN will offer the same standard access as MSN, but will entice teens with a media player and instant-messaging service featuring the band and exclusive access to photos, videos, newsletters, and chats. `N Sync gets a cut of the monthly subscriber fees in a three-year partnership that could net the band $20 million to $30 million.

Walt Disney Internet Group, Los Angeles, struck a three-year, $100 million deal with Compaq Computer Corp., Houston, TX, through which it will buy equipment and services in exchange for Compaq’s commitment to advertise on such Disney sites as ABC.com and ESPN.com.