MGM ignites Fireworks for TV, film partnerships


MGM Consumer Products has hired entertainment marketing firm First Fireworks to develop promotional partnerships for the "Rocky," "Highlander" and "Stargate" franchises as well as its new "Team Galaxy" show on Cartoon Network and its upcoming program "Storm Hawks."

"We appointed First Fireworks recently in order to help us extend our brands into the promotional space," said Paul Flett, vp worldwide marketing and promotions at MGM Consumer Products. "Increasingly to attract quality promotional partners, you need to target your ideas and make them really relevant to the brand owners and to show them how their brand would benefit from an association with an MGM property. First Fireworks is incredibly creative, and we're very confident they will generate significant business for us."

First Fireworks will not be responsible for the promotional partnerships for the Dec. 22 release "Rocky Balboa" or the 30th anniversary tie-ins for the "Rocky" franchise. First Fireworks will take over the franchise partnerships around mid-2007 after the release of the "Balboa" DVD, MGM said.

Flett said MGM Consumer Products is seeking to bolster its promotional activities to create buzz about its properties, stimulate demand for licensed products and generate revenue from promotional fees and premium royalties.