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To: esecurities(tm) who wrote (3337)	5/17/1999 12:08:00 AM
From: esecurities(tm)	Read Replies (1) \| Respond to of 4231

INTERNET--(esecurities.W)--May 17, 1999 - ELMO&reg in Grouchland on the right track?: "E3: Merchandising takes center stage" LOS ANGELES -- On the face of it, this year's chaotic collection of video games at the Electronic Entertainment Expo are much like the last. Yet, underneath the comforting chaos, some new forces are at play. Perhaps the most obvious is the growing importance of brand and the push towards more immersive games. Burning in the brands No longer does a hit comic book, computer game, TV show or movie spawn sequels in its own medium. Now, cross-platform licenses in computer games is a multi-billion dollar industry. Fox Interactive has bought the rights to Planet of the Apes; Disney Interactive has sold the rights to put its character on Playstation and Nintendo; Mattel is pushing Barbie and Hot Wheels; and Eidos Interactive has spun off its virtual spokeswoman Lara Croft into movies and action figures. Perhaps the most able force in branding, the Walt Disney Co. (NYSE: DIS - news) has recently unified its approach across all its divisions, said Beckie Holmes, director of product marketing for Disney Interactive. For example, the upcoming Tarzan -- due out in theaters on June 18 -- will be preceded by a video game that includes one free children's ticket to see the movie. "By the time the movie comes out, we have one-hundred percent consumer awareness," she said. VR for kids Other companies have a lot more in store for kids as well: a new application in development by IntelPlay -- a joint venture between Mattel Inc. (Nasdaq: MAT - news) and Intel Corp. (Nasdaq: INTC - news) -- is looking to put kids into the video game..." SOURCE: &copy ZDNet 1999 By Rob Lemos, ZDNet Sunday May 16 12:48 AM ET dailynews.yahoo.com [emphasis added] &copy 1999 SiliconNewswire.com. All Rights Reserved.