"The Black Eyed Peas" Frontman will.i.am Hires Former Nickelodeon Executive Vice President Julia Pistor To Seek Producers And Relevant Content Platforms For Ongoing LidoKidos Initiatives

Below is a memBrain press release from PRNewswire:

memBrain Licensing Unveils LidoKidos Created by will.i.am

-Grammy Award-winning Musician and Emmy Award Winning Producer will.i.am Launches First Children's Brand, LidoKidos-

BEVERLY HILLS, Calif., June 12, 2012 /PRNewswire/ -- Beverly Hills-based licensing and brand management firm memBrain announced today that it will manage the global brand licensing program for LidoKidos™, a transmedia children's platform spanning educational games and apps, music, animation and more. LidoKidos was created by will.i.am, frontman for The Black Eyed Peas. The Grammy Award-winning musician, Emmy Award-winning producer and entrepreneur will collaborate to develop the LidoKidos intellectual property in collaboration with memBrain's licensing team.

Currently in development, LidoKidos will offer a wide range of interactive and immersive content to appeal to a range of ages, from preschoolers to tweens and beyond. With emphasis on the development of fundamental discovery skills, LidoKidos is poised to transform children's entertainment by leveraging digital media platforms in ground-breaking ways.

will.i.am has engaged content executive Julia Pistor to seek producers and relevant content platforms for ongoing LidoKidos initiatives. Previously an Executive Vice President at Nickelodeon, Pistor was responsible for the creation and production of movies including "Rugrats," "Jimmy Neutron," "Nacho Libre," "Lemony Snicket's Series of Unfortunate Events," "Charlotte's Web," and "Snowday."

"I am excited to develop new content that appeals to and entertains kids, while also inspiring and engaging their minds," said will.i.am. "Technology is a platform with boundless power and LidoKidos will be fueled on innovation. I am looking forward to working with the strategic minds at memBrain to ensure LidoKidos has a long runway."

memBrain's corporate consulting clients include McDonald's, MillerCoors, Intel, Hasbro and other Fortune 500 companies. Led by Jennifer Sullivan, winner of two LIMA Licensing Excellence Awards for Paul Frank Industries, the firm's licensing arm also curates unique and noted character and art-based brands from around the globe including Emily the Strange, Moomin, Jeremyville, Kenny Scharf and several others. memBrain most recently signed world-renowned photographer Norman Seeff, managing the licensing of his 40 years of iconic photographs chronicling the most important faces in popular culture across multiple categories.

"will.i.am is one of the most world's most creative minds who moves fluidly between the worlds of art, fashion and technology," said Ken Hertz, founding partner, memBrain. "His visionary thinking consistently breaks new ground and this new platform for kids is a prime example of his passion for pushing future generations forward."

Jennifer Sullivan, president of memBrain Licensing, said of the announcement, "Our industry is fueled by creative energy and business innovation. We are thrilled to work closely with will.i.am to launch LidoKidos with strategic partnerships and thoughtful, integrated media and merchandise.

Founded by entertainment attorney Ken Hertz, memBrain helps brands build an emotional connection through entertainment. The firm also helps to translate entertainment content into relevant, high impact retail programs. A complete brand management partner, memBrain's services span business affairs, strategy planning, product development, partnerships, merchandising, retail promotions, talent acquisition and negotiations.

About will.i.am
The Seven-time Grammy Award winning musician and producer has spent his career crafting stories and connecting with fans around the globe. An Emmy Award winner for "Yes We Can", will.i.am also directs TV spots and music videos, serves as a guest contributor to "Advertising Age," and works with an array of global consumer brands as a creative consultant.

About memBrain
Fusing creative energy with strategic know-how, memBrain represents global brands, celebrities and manufacturers, driving sales and building lucrative and lasting emotional connections with fans through authentic brand extensions. memBrain offers brands unparalleled access to talent, top brands and business innovators and serves as a comprehensive resource for partnership marketing, offering a wide range of services including business affairs, brand management, creative services, licensing sales, product approvals, promotional alliances, retail development, social media activation and multi-channel marketing campaigns

Founded more than a decade ago by entertainment attorney Ken Hertz of Hertz & Lichtenstein, LLP (whose clients include Will Smith, Gwen Stefani, Britney Spears, Shaun White and others), memBrain develops and executes entertainment, marketing and media programs on behalf of leading global brands including McDonald's, Hasbro, MillerCoors, Intel and Coty. Visit memBrain online at www.membrainllc.com.

Contact:

Jason Magner/Sallie Olmsted
Rogers & Cowan for memBrain
310-854-8128 / 310-854-8124

jmagner@rogersandcowan.com
solmsted@rogersandcowan.com

At Licensing International Expo
memBrain: Booth 6207

SOURCE memBrain

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