'TELETUBBIES' WADDLE DIRECT TO VIDEO

DAN ALAIMO

BURBANK, Calif. -- Warner Home Video here projects strong supermarket sales for the upcoming video release of the hot new preschool property "Teletubbies."

Two "Teletubbies" tapes are being released direct to the video market Sept. 1: "Here Come the Teletubbies" and "Dance With the Teletubbies." Order date for the tapes, which are about one hour in length, is Aug. 4, and the suggested retail price is $14.95.

The show premiered in England in the spring of 1997 and in the United States -- on the PBS television network -- in April of this year. It has received strong ratings and enthusiastic consumer response, said Dan Capone, director of marketing for Warner Bros. Family Entertainment. " 'Teletubbies' is truly one of the hottest properties in America right now," he said.

"The sales of some of the licensed merchandise are just blowing out. It is repeating the same type of consumer appeal as happened in the United Kingdom last year. Consumers just want every piece of 'Teletubbies' that they can get," said Capone.

Licensed merchandise includes books, audio products, puzzles and plush toys at various price points.

Because the items are targeted at preschoolers and are in high demand, they will become a strong impulse buy in supermarkets, Capone said.

"This isn't something a mom will be able to wait on. 'Teletubbies' is going to be a phenomenon," he said. "A mom is going to buy it where she sees it and not wait for her monthly trip to a discount store or her monthly trip to the mall.

"Supermarkets are going to have the opportunity to sell this product to moms before they go anywhere else," Capone added.