HITCHING TO A STAR TOYMAKER'S NEW LINE RIDES POPULARITY OF 'AMERICAN IDOL' TV SHOW.

Byline: Brent Hopkins Staff Writer

MALIBU - Betting that a moment like this is right to cash in on ``American Idol,'' toymaker Jakks Pacific announced a deal Wednesday with the hit reality show for a line of stationery and kids' beauty products.

Within the month, Jakks will begin shipping cosmetics, body gels, stationery, binders and other school and beauty supplies, from its Flying Colors line tied to the reality show, whose much-awaited second season kicked off this week. With 26.5 million viewers tuning in Tuesday for the first night of its two-part premiere on Fox, the show appears to have retained its cachet from last season. And as the toy business scrambles to find hot products after a disappointing holiday season, analysts said Jakks made a wise choice in hitching itself to ``Idol's'' star.

``They've grabbed something by the tail with `American Idol,''' said Maria Weiskott, editor in chief of Playthings, a New York-based trade magazine. ``This is a good shot for them, because it's something different, grabbing on the coattails of something popular. It's not the same-old- same-old. What every toymaker wants right now is to broaden its market share. They want to continue to manage in an extremely soft retail market.''

Terms of the deal were not disclosed, but Jakks spokeswoman Genna Goldberg indicated it could evolve into a long relationship. The firm holds relationships with several other licensers, most notably World Wrestling Entertainment, its earnings generating mainstay. As WWE has cooled, however, Jakks has moved to shift its focus to cover other areas.

``Flying Colors has definitely tried to keep close hold on current trends and fashions, so those products will translate very well for 'American Idol.''' Goldberg said. ``Depending on the success of the sell-through of the line, we'll probably extend it as well.''

Show creator FremantleMedia North America has licensed ``American Idol'' memorabilia before, in apparel, music and karaoke lines, but never in the toy realm. The producers sought out Jakks specifically for its success with the ``tween'' market of preteens and teenage girls, according to Michael Eaton, Fremantle's vice president of brand licensing and home entertainment.

``One of the main reasons we have this is we want to bring a different side of the brand to people,'' he said. ``The fans can watch the telecast, but this allows it to live on once the show's over. And in school supplies, kids always want something hip and cool.'' Even if kids find the lines to be neither hip nor cool, however, independent toy industry analyst Chris Byrne noted the deal represents little risk for Jakks. Rather than designing a whole new line, Byrne pointed out that Jakks can instead alter its existing products with little effort and reap an easy benefit.

``They're just slapping a logo on it and taking advantage of its 15 minutes of fame,'' he said. ``That's a significant part of the toy industry, which certainly isn't invalid. They're not doing anything that requires unique tooling, so they can capitalize on the 'American Idol' name now and change when it dies down.''

For the first night, the fever surrounding the reality show stayed hot. According to Fremantle, it drew a 12.4 rating in the age 18-49 demographic, a 30 percent market share. Although the TV show is undeniably popular with adults, Byrne questioned whether the brands would resonate as well with tween girls, given the nasty rejections that most pop hopefuls receive from tart-tongued host Simon Cowell.

``I don't know any tween girl who aspires to get embarrassed,'' Byrne said. ``Most girls that age get embarrassed just getting out of bed in the morning, so it's an odd brand for a lifestyle license.''

Goldberg disagreed, pointing out that last season, previously unknown waitress Kelly Clarkson ended up a pop culture celebrity, with a recording contract to boot.

``For a lot of hopefuls, this show represents an opportunity, where the people with no connections have a shot,'' Goldberg said. ``Unlike some shows, (girls) can envision themselves being in that place. It's not like 'Fear Factor' where you just have to eat gross things.''

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(1 -- 3 -- color) Jakks Pacific has a deal to sell a new kids' line of ``American Idol'' beauty products and stationery. Preteens can relate to the winner of the reality show last year, former unknown waitress Kelly Clarkson, who is now a pop culture celebrity.

Joe Carvaretta/Associated Press