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THE WEATHER CHANNEL WELCOMES ECO-FRIENDLY “IDBIDS” TO GREEN SECTION OF THEWEATHERCHANNELKIDS.COM

Theweatherchannelkids.com Expands “Climate Code” Content and Invites Kids to Submit Projects Showing Their Tips for Helping the Environment

ATLANTA – November 10, 2008 – Children will meet eco-friendly Idbids^TM characters that include Scout the cloud, Lola the flower, and Waverly the water drop in a new feature recently launched at The Weather Channels kids website theweatherchannelkids.com.  The Idbids family of characters appear on the site as a result of a marketing agreement aimed at showing kids how their own actions can make a difference in taking care of the planet.  TWC is kicking off the introduction of the new characters with a contest inviting kids to share their ideas for helping the environment. 

The environment-focused content featuring Idbids characters includes an Idbids environmental “tip of the week,” images of the characters, stories and messages for children about “iddy biddy steps for a greener world.”™  The Idbids will be introduced as friends of the website’s own appealing character named “Radar” who “lives” on the home page of theweatherchannelkids.com.

Named among the “Top Toys of 2008” by TimeMagazine.com, the endearing Idbids characters make learning about the environment fun and easy for children.  For example, Waverly the water drop loves to get ready for his day by listening to groovy 60’s tunes, but even when he’s grooving he always remembers to turn off the water while brushing his teeth.

Starting November 10, kids up to age 10 can enter the contest which offers a grand prize of an in-person appearance by a life-size Waverly, who will make a presentation at the winner’s class.  To enter, kids and/or their teachers can submit a photo online or by mail showing a project which displays their top three tips for things kids can do to help the environment.  Extra points will be awarded for creativity and for using recycled or organic products in the project.  The contest will run through January 9, 2009.

“In our commitment to inform, educate and prepare the public through weather news and climate information, we place high priority on reaching children as well as adults.  We are pleased to partner with Idbids to impart important messages in ways that are educational and fun for children,” said Shari Pace, vice president of licensing, The Weather Channel.

“We’re passionate about teaching children how to protect the Earth that they are inheriting,” said Debbie Smith, co-owner of Idbids.  “We think Scout the cloud, Lola the flower and Waverly the water drop will add an ‘element’ of fun to The Weather Channel kids contest.”

Adding Idbids characters and their helpful tips to theweatherchannelkids.com is another one of the ways in which The Weather Channel is expanding the content offering of the “Climate Code” section of the site that focuses on environmental issues.  This section helps kids understand multiple aspects of the climate and the “green” movement.  This includes:

·   Explanations of the difference between climate and weather.

·   A look at global warming, its connection to the greenhouse effect and the impact the change in climate is having on storm activity. 

·   A study of the different climate zones coupled with an appealing look at the animals that are indigenous to each one. 

·   A climate glossary and a video section.

Visit www.weatherchannelkids.com/climate-code for more information.

ABOUT THEWEATHERCHANNELKIDS.COM

Theweatherchannelkids.com is an initiative overseen by the licensing group at The Weather Channel.  This dynamic group has made extensive inroads in the world of licensing since its formation a few years ago, going beyond endemic categories such as safety and preparedness to gain a foothold in other categories which include lifestyle, music, gardening, kids/education, electronics and apparel.  The Weather Channel, based in Atlanta, is the nation's premier provider of weather information and reaches over 98 million TV households in the U.S.  Also offered by The Weather Channel is Weatherscan, an all-local, 24-hour network, and The Weather Channel HD.  In September 2008, The Weather Channel Companies were purchased by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.weather.com/press.

ABOUT IDBIDS, LLC

Idbids, LLC, headquartered in Atlanta, is the creator and owner of the award-winning eco-friendly Idbids characters – Scout, Lola and Waverly.  The Idbids, through toys and licensed children’s products, are designed to create awareness and inspire action.  Their motto is “iddy biddy steps make a biggie big difference in keeping our Earth happy, healthy and green.”  Idbids strives to make its products using organic, recycled or eco-friendly materials.  Idbids received the 2008 Preferred Choice Award from Creative Child Magazine, Dr Toy’s 10 Best Socially Responsible Products Award, Dr. Toy’s 100 Best Children’s Products Award and a NAPPA Honor from National Parenting Publications.  For more information or to purchase an Idbids Eco-friendly Starter Kit, visit www.idbids.com or call 1-877-4IDBIDS (1-877-443-2437).

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