Warner Bros Consumer Products is looking to introduce the classic Wizard of Oz property to a new generation of fans, expanding its presence on a number of platforms including online.
Supported by The Parenting Group, kicking off the efforts is the launch of wizardofozkids.com, a new interactive site aimed at two to 11 year olds featuring games, activities and downloadable content.
National online sweepstakes and a photo contest - culminating during Halloween season - has been running on the site, with prizes inspired by the movie. The contest has been encouraging families to dress up as characters from The Wizard of Oz, uploading their photos to an online gallery for consumers to vote on their favourites.
The sweepstakes, meanwhile, sees winners awarded daily, during a six-week period, with a 48-piece role play dress-up trunk from Rubie's.
A grand prize of an all-expense paid trip for four to Hollywood, including a Warner Bros VIP studio tour, a family photo shoot, a private screening of The Wizard of Oz 4D and merchandise is also up for grabs.