Cartoon Network to Launch MOVE IT MOVEMENT TOUR

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ATLANTA, April 29, 2010 ─ Cartoon Network today is partnering with NASPE’s (National Association for Sport and Physical Education) LET’S MOVE In School platform to launch the MOVE IT MOVEMENT TOUR, an all-new summer-long initiative created to empower youth 6-14 to get more active in order to experience healthier lifestyles. The summer-long campaign will launch May 1 in Washington, DC—timed to kick off National Physical Fitness & Sports Month in May—and travel across the country to more than 30 key markets through the joint efforts of participating cable affiliates. On-air and Online media promoting the MOVE IT MOVEMENT TOUR also will spotlight the LET’S MOVE In School initiative, a grassroots effort aligned with First Lady Michelle Obama’s LET’S MOVE! campaign, supporting local school districts, families and communities in creating and sustaining daily physical activity during the school year.

The MOVE IT MOVEMENT TOUR will feature multiple activity and learning stations, incorporating such additional core partner organizations as the Boys & Girls Clubs of America, The President’s Council on Physical Fitness & Sports, FDA’s Spot the Block, NBA/WNBA FIT and NFL PLAY 60 and HOPSports. A national PSA spot to promote the tour and its online educational components will premiere on Thursday, April 29, at 7 p.m. on Cartoon Network.

The MOVE IT MOVEMENT TOUR is the latest expansion of Cartoon Network’s award-winning Get Animated initiative—now entering its sixth year—to battle against childhood obesity through daily recess, education and active after-school involvement. The promotion will be supported by heavy on-air and online promotion from Cartoon Network and its participating cable affiliates, and will feature occasional appearances by local professional athletes from the NBA and the NFL. Top markets currently scheduled for the 2010 route include New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Boston, Atlanta, Houston, Detroit and Phoenix. Joining Cartoon Network as co-sponsors of the inaugural 2010 tour are 3M™ Nexcare™ Products, Crayola, the FDA and Columbia Pictures’ The Karate Kid, starring Jaden Smith and Jackie Chan, in theaters June 11.

“Cartoon Network believes in utilizing the power of our brand assets, resources and relationships to empower kids with relevant messages, unique experiences and tools to live a more balanced, healthy lifestyle,” said Stuart Snyder, president of Cartoon Network.

Childhood obesity or excess weight threatens the healthy future of one third of American children. With the goal of solving the epidemic of childhood obesity within a generation, LET’S MOVE was created to give parents the support they need, provide healthier food in schools, help kids to be more physically active, and make healthy, affordable food available in every part of the country. Based on new research developed in partnership with the Centers for Disease Control (CDC), LET’S MOVE in School was created to strengthen the direct connection between student’s daily physical activity and their increased academic achievement. Young people and their families now can go online to visit www.LETSMOVEINSCHOOL.org to design what they believe physical education should be like in their futures; and with Share Your Story, contribute and learn from best practices nationwide. Through their combined efforts, NASPE, Cartoon Network and the MOVE IT MOVEMENT TOUR are linking with First Lady Michelle Obama, community leaders, teachers, doctors, nurses and parents in a nationwide campaign to meet the challenges of childhood obesity head-on.

“This new tour is a natural extension of the pro-social initiatives we began back in 2005 to help kids and families celebrate the value and importance of daily activity and exercise, along with making smart eating choices a regular habit,” said Alice Cahn, Cartoon Network vice president of social responsibility. “We’re extremely pleased to launch the tour to coincide and function as a supporting community activity with NASPE’s National Physical Education & Sports Week (May 1-7) and the President’s Council’s National Physical Fitness and Sports Month (May).”

The May 1-Aug. 3 traveling tour will make stops in more than 30 markets, partnering with local cable affiliates to invite families to participate in a host of themed activities:
  • Skate Park Challenge, sponsored by 3M™ Nexcare™ Products, where BMX and skateboard experts will perform high-flying demonstrations followed by interactive safety and riding tips sessions, as well as get free samples of 3M™ Nexcare™ Ben 10 Alien Force and Bakugan bandages;
  • Soccer Shootout Challenge where kids can take aim and test their shooting skills with a custom soccer goal;
  • NBA/WNBA FIT Activity Zone allows youth to demonstrate their fitness level through basketball and fitness games;
  • NFL PLAY 60 and HOPSports Challenge to introduce kids to various physical activities and exercises via the screen-based HOPSports system featuring custom NFL Play60 content, martial arts, stuntman drills and more;
  • The Karate Kid is sponsoring a martial arts challenge to test focus, balance and strength abilities with workout sessions led by local dojos (this activity will span from 5/1-6/20);
  • Crayola Outdoor Challenge where kids can use Crayola's Spira-Chalk Blaster™, 3-D Sidewalk Chalk™ and new Glow Explosion™ products to create outdoor fun with sidewalk games, original art masterpieces, etc.;
  • And FDA Spot the Block, a station with an interactive dice game and information to educate youth and families about the nutritional block on food packaging.

Additional elements of the MOVE IT MOVEMENT TOUR include the CNN Fit Nation Kiosk, which offers a custom health & wellness quiz and iReport feature for youth and adults to test their knowledge and provide personal stories of how they stay healthy and fit. The tour also will feature a Cartoon Network Chill Zone, a themed area to refuel (water) and recharge while taking in the best new programming, online activities and premium items from Cartoon Network.

The MOVE IT MOVEMENT’s on-air and online presence will spotlight former UFC Heavyweight Champion and three-time King of Pancrase World Champion Bas Rutten, a renowned mixed martial artist (MMA) and kickboxer. The high-energy Rutten will appear in a series of spots featuring a mix of kids and celebrity athletes. Promotional marketing items will include event posters customizable for each stop along the tour, along with ad slicks, flyers, press information and web banner art.

Cartoon Network (CartoonNetwork.com), currently seen in more than 97 million U.S. homes and 166 countries around the world, is Turner Broadcasting System, Inc.’s ad-supported cable service now available in HD offering the best in original, acquired and classic entertainment for kids and families. Nightly from 10 p.m. to 6 a.m. (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired comedy and animé for young adults 18-34.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.