TV wants to be where the boys are

07/13/2011 | Wall Street Journal, The

Children's TV programmers are competing to win over boys aged 6 to 11, a key demographic in that boys tend to favor animated shows that present lucrative opportunities to sell tie-in products such as toys and video games. Disney is aggressively courting that demographic, embarking on a new campaign beginning Sept. 1, in which the quirky animated-boy character Perry the Platypus will be the centerpiece.

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