Creators of the "My Bedbugs" children's show are turning their attention to where the real money is: merchandise.
An agreement to sell toys through Grand Rapids-based Meijer Inc. is 80 percent done, said Alex Greene, founder and CEO of Greenestuff Inc., the Clinton Township studio that brought the pre-bedtime educational fun of Gooby, Toofy, Woozy, and J. Edgar to life.
A warehouse is filled with plush toys and other merchandise, some of which is now sold through WalMart and Zeller's in Canada and small local stores, Greene said.
He needed a major network deal before he could start selling merchandise in bulk. Merchandise sales are expected to allow the company to revenue beginning next year, Greene said.
Greene inked a deal earlier this year with Costa Mesa, Calif.,-based Trinity Broadcasting Network, which began airing the show in May. The evangelical Christian network claims a reach of 92.5 million U.S. households.
Greene said TBN is paying to air the show, but declined to offer specifics. He said the format will not change because of the network's religious orientation.
Los Angeles-based LATV, a bilingual music/entertainment network aimed at Hispanic audiences which reaches 25 percent of the country, began airing the show in June.
The show is also being looked at by Nickelodeon and Discovery Kids, Greene said. He said deals are in the works to get the show on the air in Europe and the Midwest, too.
"My Bedbugs" airs six days a week on Detroit-based WTVS-Channel 56, where the show first launched. The channel gets a cut of any "My Bedbugs" tape, album, or DVD sales.
Dan Alpert, WTVS' interim general manager, said the show consistently ranks among the top four children's shows.
Ann Arbor-based bookseller Borders Group, Inc. will begin selling "My Bedbugs" video media in September, Greene said.
Greene's original plan was to get picked up by PBS for national syndication, but he switched course to offer the show elsewhere earlier this year after it became clear PBS wasn't interested.
Greene and his wife, Carol Sweeney, the show's chief writer, lined up more than 100 investors to raise $7 million to launch and continue production.
That paid for the studio in Clinton Township to turn out 30 half-hour packages, each of which includes two 15-minute episodes.
Production for a third season of 26 15-minute episodes is scheduled to begin early next year.
Bill Shea: (313) 446-1626, bshea@crain.com
