St. Louis Post-Dispatch from St. Louis, Missouri • Page 23

ST. LOUIS POST-DISPATCH THURSDAY, JULY 14, 1994 5C BUSINESS I jMI III I I w' Look what's roorrng, inside 1 KidS Cluneals! M. IK V-yT QS Pnmbat rtd Timon -Simki 1 Mutt r. lf a fOWlM KmrwlaW IV dm nw stops wf wi follwf til sf if of lh? tlim rtarw-fm eomplr IrK dirrrJioiw. Tkrj'rr drfinifrh not ttuX frwn IKjMif "Thf lion IWrr'lt OIW with if rv IH KOIR KIVG In M.

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Burger King Burger King is giving away these seven figurines from "The Lion King" in its Kids Club Meals. Sales of the meals have tripled since the promotion began on June 20. Big Bucks Follow Track Of Lion King Mattel, Kodak, Nestle, Lots Of Others Profiting By Sallie Hofmeister 1 994, New York Times News Service LOS ANGELES The Burger King at the corner of La Brea Avenue and Sunset Boulevard on the edge of Hollywood is usually dead on Sundays. But in recent weeks the staff has hardly had time to sweep the kitchen floor. Since the store hung cartoon banana leaves from the ceiling and began packing its "Kids Club Meals" with toy characters from Disney's new animated film, "The Lion King," its Sunday sales have doubled and increases during the week have been even more spectacular.

"We used to sell 45 to 70 Kids Club Meals a day," said Carlos E. Meza, the store's assistant manager. "Now we're doing 220 to 300." Burger Kings across the country are enjoying a similar response as "The Lion King" verges on becoming not only the year's biggest box-office hit, but also a merchandising bonanza for the army of marketers that signed up for tie-ins with Walt Disney Co. Since opening to a wide audience June 24, the children's adventure has grossed $150 million. Only "Jurassic Park" reached that level faster.

In addition to being a top movie, "The Lion King" has given Disney its first No. 1 soundtrack since "Mary Poppins" 30 years ago. That is not to mention the sales of books and other merchandise and the promise of profits from the home video and video game. Disney also is using the story to lure visitors to its theme parks and stores. Jessica J.

Reif, an analyst at Oppenheimer says the movie will represent $1 billion in profits for Disney over two or three years. "This is going to break all records, of all time," she said. Companies like Burger King Corp. that paid Disney for promotional and licensing tie-ins to the movie are also feeling flush. The clothes, candy, toys, games, sleeping bags, toothbrushes, sheets, lunch boxes, stuffed animals and other products produced under those agreements are sailing off store shelves, leading some retailers and licensing specialists to predict that "The Lion King" may become one of the biggest movie merchandising successes of all time, too.

"I'll go out on a limb and say $1 billion of merchandise will be sold in 1994," said Ira Mayer, publisher of The Licensing Letter in Brooklyn, which tracks licensing sales. "That's in only six months." Mayer said "Jurassic Park," the movie-merchandising monster of 1993, took longer to achieve that level of success. Figurines Make The Difference Sales of Kids Club Meals by the Burger King chain have tripled since it started giving away the seven plastic movie figurines with the meals on June 20. In addition to Burger King, Disney's biggest licensees are Mattel, Kodak, Nestle and Payless Shoesource, an arm of May Department Stores. Mattel expects its stuffed animals and action figures based on the main characters to have a longer selling life For Disney, the movie is the hub of a marketing program that connects its book, movie, recording and theme park units.

"They have the ability to capitalize on the synergies of their divisions better than any other company," said Reif, who expects Disney's stock to rise to $65 a share over the next 12 to 18 months, based on the strengths of "The Lion King." But Disney stock, which has seen little lift from the film due to investors' fears about falling theme-park attendance, closed off 25 cents Wednesday at $41.75. Lion Largess Disney will not provide details, but analysts said movie licensers typically receive royalties of 7 to 10 percent of wholesale merchandise sales. (Wholesale receipts are generally half of retail sales.) In addition, Disney has its own spinoff products from the movie. It has shipped more than a million books to retailers, and last week "The Lion King" soundtrack landed at the top of the Billboard charts when it sold 271,000 copies. Disney expects all of the cross-promotion to bring people to its 200 retail stores, where Simba creations now take their place beside Mickey memorabilia.

And Simba will not disappear from children's fantasies. A video game will be out in time for Christmas. There's the home video, the release date for which has not been set, possibilities for television and Broadway spinoffs, and, of course, sequels. For licensees, the frenzy and fortunes are more temporary. Burger King's promotion, for instance, ends on July 27, and will have been far oversubscribed.

The fast-food chain had projected selling 30 million Kids Club Meals during the seven-week promotion, but expects to run short of the figurines, having given away 17 million in the first two weeks. To cope, the chain has lined up, to replace the figurines, a supply of trading cards picturing the seven movie characters. than those from "Aladdin" and "Beauty and the Beast," because they are being released in the summer and are expected to sell until Christmas. "Aladdin" and "Beauty and the Beast" were released just before Christmas. Toys Us, which carries more than 200 "Lion King" products from Mattel and other manufacturers at its 581 stores, says the line is doing extremely well.

"We have the highest expectations for the lunch boxes this fall," said Carol Fuller, a spokeswoman. Kodak is giving away tickets to the movie to people who purchase six rolls of film. Nestle is selling chocolate bars molded in movie-scene shapes. In its first tie-in with Disney, Payless has shoes and accessories with "Lion King" figures. 'An Instant Classic' What distinguishes "The Lion King" from "Hook," the 1991 release based on the Peter Pan story, whose merchandise bombed? Or from "The Some Say Japanese Animator Inspired Disney Little Mermaid," which reached the $1 billion mark only after it was released in home video? Or from "The Flintstones," which passed $100 million at the box office in late June but whose merchandise sales have not been nearly as strong? "It's an instant classic," Mayer said.

"We haven't had a hug-gable, lovable main character like this one in a very long time," he added, referring to Simba, the lion that grows from cub to king. Unlike "Beauty and the Beast," "Aladdin," "Snow White" and "The Little Mermaid," this movie appeals as much to boys and adults as to girls. Indeed, a saleswoman at the Brentano's book store in the Century City Shopping Center said adults were buying the bound version of the story for themselves. And one woman buying dinner at the Sunset Boulevard Burger King said she had collected all seven pint-sized characters from the fast-food chain for herself. LOS ANGELES Walt Disney new film, "The Lion King," is drawing fire from fans of Japanese animation, who say they want Disney to acknowledge that the film owes at least part of its inspiration to one of Japan's greatest animators.

Disney officials denied any link, saying no one associated with the film was familiar with the work of Osamu Tezuka, one of Japan's most beloved cartoonists who died in 1989 at the age of 60. Tezuka Productions, the Tokyo-based company which holds all the copyrights to Tezuka's comics, said if Tezuka were alive he'd probably be happy if his creation had inspired "The Lion King," which has grossed $143.4 million at U.S. movie theaters since opening nationwide on June 24. At issue are the comic book created by Tezuka, "The Jungle Emperor," and an American version of a television cartoon series based on the comic book. The televi American versions of Japanese comics.

Smith said it is unlikely that any of Disney's animators read Japanese fluently enough to have read all the volumes of Tezuka's "The Jungle Emperor." But, he said, it is highly likely that some of Disney's creative team avid fans of animation themselves watched and remember the "Kimba" television series. "No one associated with the film, no producer, or animator or director, has ever heard of this (television series), Terry Press, a Disney spokeswoman, said. "They were asked about it in Japan. They said none of them had ever seen it." Some animation fans note a similarity in the story lines of the two, both of which tell the story of a lion cub who must prepare to become king of the jungle after his father's death. Others, however, say such a story is so common that to suggest influence from any one source is foolish.

sion cartoon series, "Kimba, the White Lion," aired in the United States in 1966. Said Fred Ladd, the American producer of the "Kimba" series, "For anyone who's familiar with 'Kimba' and has seen 'The Lion you can't escape noting the similarities." "The comparisons are obvious," Ladd said. "There are certain inescapable similarities that you don't have to be a producer to note." Ladd and others did not accuse Disney of stealing ideas from Tezuka, but said they simply want the creators of "The Lion King" to admit the influence of Tezuka on their work. 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WmSonl 3927 32 2 WlmTr 1.08 86 27 WmdRhT 62 54 Winstar 2116 4Mt 4' WinstFtl 9'A 1 WinstonH 482 10 WiscCT 460 354 -1 Wolohn .26 410 144 'A Wondwre 271 15 Woodhd .34 1 15 4- WMAcp 5 164 Vt WortFds .12 14 10 Worthgs .40 1390 18'A Mt Wvman 531 6 4 x-y-z- XOMA 2918 2 4 Rite .16 117 24 Xcefflet 42 8 4 Xechem 244 6 Xenovaun 227 Xkor 518 2At VU Ximx 22704 34 1 Xircom 14731 16 4 XpedHl 150 Ar Xpaor 20 l'A Xvtogk 128 18 XvpKx 728 dll Vi YetowCp .94 866 17 'A' YesClth 15 1 4) YorkRl 232 A Younker 184 15 4 ZateCp 473 9 Zahng 124 S'A 4 Zebra 1717 35 ZenLabs 2312 17 'At Zeos 269 2Mi Mt ZM 45 334 4 ZkanBc 1.12 29 39 4 ZM 481 44 4 ZoWned 526 11 'A Zottek 71 9 ZoomTI 671 7 Zvcad 630 Mt Zvgo 116-4 ZytK 23 104 UF Bcp .50 UMBFn NAI Tc .231 36 3 4 NBSC .52 14 25 -1 NBT BCD 72 154 NCIBds 14 NDC 361 l'A la NEC .46) 65 634 NFORss 21 144 NMR 65 4'A 'A NN Bal 70 18 Vi NPC A 23 6'A NPC 67 6 NPS Phm 14 'A NS Bcp .32 44 304 4 NSA lilt 8 5 'A NVIEW 37 5 'A NYCL 559 la VJi Naham 10 1 NamTa wt 17 3 NamTai 120 114 Namic 24 74 Nanomt 30 'At Mt Napco 4 3'A NashF .72 12 16 'A Nathans 93 5'A 4 NatBev 2 17 NKaptt 20 1 NCtyB 1.521 12 154 4 NCtvBn .88 11 42 1 NICmBc .60 93 NtCptr .36 44 I2'A 'A NICnv wt 20 2 NtlVCnv 55 10 NtDentex 6 8'A 'A NalGvps 1031 35 1'A NalGywt 125 214 NatHmo 72 64 4 NHInco 39 12 'A NWns .32 22 6'A 'A NIMerc 60 4'A 4 NtPem 27 35 -14 HtlPict 108 8 'A NatlRV 834 9 NatRecd 339 4 4 NtSanit .24 19 I2'A 'A NSeckl .56 20 17 VU NTeam 270 64 NTech 79 2 NatVisn 1565 7 NIWnLI 13 344 NtwdO 1099 144 NatNlicr 32 9'A NatWnof 1303 4 Vsi NalurFd 82 94 'A NatrBt 23)7 84 NatrSun .20 62 I3'A Mi Nautica 140 V. Navarre 21 44 NavoGp 44 16 Neacor 717 27 4 NeisnT .16 85 20 Neorx 853 Vlt Neoprobt 384 44 4u Neopr wt 210 Netfranw 5K6 9 14 Melmng 1720 17 4 Nelrix 155 4'A 'A NwkCmp 173 3 VW NtwkG 4830 17 1 Nwklmg 654 7 4 Nwklm pi 2.00 43 420 -1 NtwkPert 192 64 'A NtwkSIx 39 11 NtwkSy 1492 6 4 Networth 49 124 Neurex 20 4 NeuroTc 41 5 'A Neuron 491 6 4 Neulrg XI 832 21'A 4 NBrunS 18 7 4 NE Bus .80 120 18 A NewHrz .160 10 10 Nwknag 1317 104 NJStl 44 16 NMRBc 174 5 NewWrM 2504 12 Sk NWIdPwr 10 ll'A 4 NewbNk 35685 434llt Newcor JO 4 10 Vi NwpkRs 599 17 Newpt .04 243 5 Nexagen 35 6 Va NextelCm 14612 29 4 Nobel .051 IS 7 4 NoMtyH .971 4 94 NbleDr 1204 8 Vlt NUOr pf 2.25 64 464 -4 NoetGp 68 6 NoiseCT 2135 l'A 'At Norand 1656 32 -14 Nordsn .56 84 54 4 Nordst .40 424 44'Vu 'A. 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