'Stuart Little': the promotional mouse that roars

Friedman, Wayne
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p3
Trade Publication
This article reports on an increasing number of promotional tie-ins being garnered by the motion picture Stuart Little, as of October 1999. The Columbia Tri-Star Motion Pictures holiday film, adapted from the E.B. White book about a mouse adopted by a human family, is drawing in an estimated $25 million to $30 million in promotional tie-ins among big-name advertisers including Radio Shack, 1-800 Dentist and Crest from Procter & Gamble Co. One is from Radio Shack, purveyor of radio-controlled toy cars in its 7,000 stores in the U.S., which is creating a special edition Stuart Little radio-controlled automobile. Promotional partners also are counting on good box-office receipts for the motion picture based upon the talent involved in the film.


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