Producing partnerships

Like many content-driven companies, HIT Entertainment has been beefing up digital extensions of its core brands to stay ahead of the curve. This past spring, with the help of third-party digital firms, HIT redesigned its Thomas & Friends and Angelina Ballerina websites and introduced iPhone/iTouch apps for both properties. The Angelina site in particular now boasts augmented reality technology through which young fans can record themselves dancing and singing alongside their favorite ballerina and then save and send the videos to friends and family. As well, registered site members get a user profile and their own dressing room that can be personalized with customizable content from the site, including their saved game scores and favorite videos. The site also includes a music player with sing-along videos, Angelina games and printable coloring sheets.