Inspiration for Infants

A new brand is positioned to capitalize on two current licensing trends: an increase in activity surrounding preschool educational videos and a rise in spiritually themed properties. Porchlight Entertainment, licensor and producer of Jay Jay the Jet Plane, will license Inspirational Baby, a video-and-book property conceptualized by Richard Hays, creator of Scholastic's Noah's Park franchise. The videos pair classic Christian children's songs such as "When the Saints Come Marching In" with visuals such as children praying or parents and children interacting. An animated lamb, puppy, rabbit and bear accompany children through the production. "We want to nurture the spiritual and emotional and developmental growth in very young children," said Bruce Johnson, Porchlight's president and CEO. "It's a life-affirming, positive message that will resonate with children as they grow older."

Tommy Nelson distributes the videos and DVDs and worked with Porchlight on the development of a book series. Each title uses images from the videos, including the animated characters, as well as original art to illustrate the lyrics of a song. The first two releases are This Light of Mine and Tell Me Why the Stars Do Shine. According to Johnson, the company will seek licensees in the infant/toddler market, such as for blankets, plush toys and layette apparel. Some products will feature the four characters, and some the Inspirational Baby logo.