The Miami Herald from Miami, Florida • 19

SATURDAY JULY 22 1995 THE HERALD 19A Barney attraction debuts at Universal Studios Florida University study found Barney delivered an average of 100 identifiable educational messages well above other show's like Mr Rogers and Sesame Street Barney teaches numbers words colors and concepts like love respect patriotism is such a good alternative to the violence in cartoons and other said Dee Dee Turner an Orlando mom who and watched Barney parades at Universal found he is exactly right for that segment of our guests have never had anything specifically for children that young Like Casper the Friendly Ghost was to kids who grew up in the 1950s Barney represents the opposite of a more violent fearful bogey man "Dinosaurs are big frightening creatures that Barney brings But nobody had yet used Barney to lure kids to a theme park Tom Williams watched his own children then 2 and 5 become Barney fans after the debut in 1993 also saw other kids reacting and I thought to myselt got to do something with said Williams chief operating officer of Universal Studios Florida Universal did market studies down to size and translates into something that is not scary' not something to be afraid of but something Rothe said To mothers like Theresa Thyne whose daughters Maggie 4 and Isabel 22 months who played for an hour in Park last week the S30 to $50 pay may be well worth the cost Herald Researcher Michael Clark contributed to this report audience share of 13 4 means that 2 2 million of the 1 6 million 2- to 5-year-olds watching TV when the rating was done were tuned into Barney videos have sold 30 million copies A dozen of the top 100 best selling videos in 1994 were Barney movies and seven of the top dozen bestselling videos in 1993 were according to VideoScan magazine The 6-foot-4-inch icon of toddler TV is the feature character in a new attraction believed to be the first to target the 12-month to 5-year-old audience BARNEY FROM 1A likes of Universal Sea World and other attractions to lure visitors out of the Magic Kingdom Universal is banking on a simple marketing principle: When Barney debuts in nationwide TV advertising mix it may become tough for families with young children to vacation in Orlando without taking the ht-tlest ones to see Barney or at least without hearing about it Once in the Barney den at Universal guests are entertained by a pre-show starring a new Barney colleague Mr Peekaboo the bumbling scientist Then they step through a curtain of rain to meet the saurian star in a the-ater-in-the-round made to look like a park A circle of trees twinkle with tiny lights The sky and season change magically from night to day and from summer to fall to winter to spring Added effects: rain and wind falling leaves and falling snow Rising dramatically in the middle of the room comes Barney himself After the show children enter an innovative interactive play area with trees with wooden xylophone notes hanging from their limbs tree stumps that are really bongo drums a crawl-through sand castle stepping stones that emit cartoon sounds and a play train with an intercom from locomotive to caboose Alternative to violent TV In an age of concern over Power Rangers and increasingly dark cartoon fare Barney is all goodness and light In a typical 30-minute TV segment a Yale allows her daughter Alhe 2 to watch television only an hour a day is loving accepting of all people tolerant of all families he teaches good family He is the undisputed king of programming in the competitive 2- to 5-year old market said Dana Goldberg PBS spokesperson A marketing phenomenon Introduced just three years ago 1 34 market share tops Power Rangers with 116 Sesame Street with 95 Anamamacs with 82 and Mr Rogers with 79 uu uyuuu i-'ntyjiniry flew Pries and Performance! 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