Catching Up With...

Catching Up With Victor Zaraya

Kidz Bop, known most notably for its CDs for families, is on the cusp of celebrating its 10th anniversary. As the music landscape changes, the company is evolving. It’s expanding its reach through licensing, a website, a kid’s music talent search, and a back-to-school promotion with Macy’s.

Nancy Lombardi: Kidz Bop is reaching out to consumers in a number of new ways. Fill us in on the latest news.

Victor Zaraya: 2010 is an exciting time for Kidz Bop. Our CDs continue to buck market trends and consistently perform well. The latest volume Kidz Bop 18, which was released on July 20, charted in the Billboard top 10. We understand the important role that music plays in kids’ lives and we continue to expand the brand beyond CDs into other avenues.

In response to the current dance craze sweeping the nation, we’ve created an all-new line extension—Kidz Bop Dance Party!—with several new products. This September we are releasing our first-ever video game, Kidz Bop Dance Party!, with partner D3 Publishers. In addition, our first original content DVD, Kid Bop Dance Moves, will be distributed by Vivendi.

We are in the midst of a back-to-school promotion with Macy’s—a first for us. We have several major additional initiatives launching in third and fourth quarter. We will also be announcing a master publishing deal soon.

Our website,, also continues to grow. Users spend an average of 16-plus minutes on the site per visit. The site features “My Channel” where members can safely express themselves via our Safe Text Messaging System.

We also just launched the Kidz Star USA Talent Search. Kids can upload a short performance video to our safe, moderated website, to compete for a chance to win a recording contract and star in a Kidz Bop TV commercial and music video. We’ll be announcing our panel of celebrity judges shortly.

N.L.: The Macy’s back-to-school promotion is a departure for Kidz Bop. Explain what the program entails.

V.Z.: The back-to-school promotion with Macy’s is a first for Kidz Bop. This multi-faceted campaign will include the following aspects. The Kidz Bop Kids, will star in the Macy’s national television advertising campaign showcasing the hottest fall trends. The :30 TV spot runs from late July through mid September and features “Do You Remember,” a track off of, Kidz Bop 18. In addition to the TV commercials, the Kidz Bop Kids will be featured in Macy’s back-to-school direct mail campaign. Additional print and radio spots will support local market events.

Macy’s has created a dedicated Kidz Bop back-to-school microsite, where kids can learn more about the Kidz Bop Kids, get free Kidz Bop music downloads, watch exclusive content, and enter to win the “Kidz Bop Ultimate FANtasy” Sweepstakes at The sweepstakes lets kids enter for a chance to win a trip to New York City for a family of four, where they will meet the Kidz Bop Kids and be a guest singer on Kidz Bop’s next album.

As part of Macy’s back-to-school initiative, the Kidz Bop Kids will be traveling the country to visit select Macy’s locations for special performances. Macy’s has also coordinated a gift-with-purchase program—with any $35 children’s purchase, consumers will receive the new Kidz Bop 18 CD. The Kidz Bop Kids’ are expected to visit Philadelphia, Atlanta, Los Angeles, and Chicago, among other cities.

N.L.: How are you reaching today’s families? How have things changed in the past five years?

V.Z.: Kidz Bop is gearing up to celebrate our 10th anniversary next year. Over the past decade, we’ve earned a “stamp of approval” from a generation of families. We’ve consistently remained true to our core brand and mission—“for kids, by kids”—and that’s helped us continue to connect with kids.

Over the past five years the retail landscape for music products has shifted tremendously. With each new release, we look to develop creative new ways to effectively reach moms and kids, whether that’s through integrated campaigns such as our Macy’s back-to-school partnership or developing retailer specific programs to bring added value to consumers.

Companies are competing for diminished shelf space while consumers are purchasing more audio product online as digital downloads. While we continue to sell the majority of our CDs and other product at retail, our digital strategy is increasingly important. We’ve created our own retail online store,, where consumers can buy products before they hit retail shelves and receive special offers. Also, we’ve cultivated great partnerships with online retailers such as iTunes and Amazon.

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