The deja vu look of new kids programs.

In the animation business, there exists a truism: a series becomes new every five years, with each new generation of children.

In today's business environment, it seems that companies are wary of this five-year cycle, yet reluctant to take a chance on a new product.

The solution has been a compromise: In the children's TV sphere, re-launches of classic shows are getting a modern spin and hitting the small screen, particularly in the U.S. and the U.K.

On American television, viewers can watch a new twist on spooky series Scooby Doo, a prequel version of the classic Barman (titled The Batman) and action-adventure cartoon Teenage Mutant Ninja Turtles, among others. Toy stores are stocked with classic items like Cabbage Patch Kids dolls. Though the licensing power of classic brands seems to be a bit of a no-brainer, the question of whether an old series can adapt well to new audiences is a bit trickier.

"It all comes down to whether or not it feels flesh. If it just feels like a rehashing of an old series, it isn't going to be successful," explained Betsy McGowen, svp, Kids' WB.

One company that consistently relies on the staying power of tried-and-true kids favorites, and their ability to translate to modern audiences, is Classic Media. The company is re-launching Gerald McBoing Boing, a 22-episode series co-produced with Cookie Jar Entertainment for Cartoon Network, which puts a new spin on the classic 1950 short film written by Ted Geisel. Evan Bailey, head of production at Classic, expects his shows to translate well into new series because "a good idea is a good idea and a great character is a great character." He added that in recreating an older property, the company must still appeal to the emotions of kids today, "Nostalgia is what gets a parent there, but a good show makes kids and parents stay," he said.

"Our biggest challenge is to stay true to the characters and ideas, but we're not super-precious about it," Bailey said. He quipped, "We are open to just about anything, other than giving Rudolph a nose job." He elaborated that "just because these characters have proven appeal and a built-in audience doesn't mean our work is done by any means. We must add the best writing, producing and talent out there today."

On the WB, kids are getting a prequel of Batman and a revamped version of classic sort-of-scary Scooby Doo series with What's New Scooby Doo? The Scooby series, set to kick off its third season during the first quarter of this year, continues to place its gang of friends in a slew of sticky situations. The new season will add an interactive twist: Each episode is left unsolved and kids are encouraged to "crack the case" by logging on to the website. The "whodunit" is explained in the next episode, and the names of viewers who effectively nabbed the ne'er-do-wells are aired. Pop band Simple Plan gives the show a contemporary feel, with a new theme song and a bevy of spirited tunes. "When we talked to kids, they would say that they loved the show but wished it was updated. It's a 30-year-old series, so we decided that we would take it and put a new spin on it," said McGowen. "We were sure to keep the core elements: musical romps, the humor, the chase scenes."

Cartoon Network in the U.S., whose age demographic is 6-11, airs a new version of Teenage Mutant Ninja Turtles every day except Saturday, when it appears as part of 4Kids Entertainment's morning bundle, FOX BOX. The new series, which revolves around the same four turtles, is bigger and bolder than the one that debuted in 1987, as a result of new, more modern animation. "The interesting thing about the [Teenage Mutant Ninja] Turtles is that they cross over so many age ranges. We have a whole new generation of kids who are falling in love with the product."

The re-launch trend is not confined to this side of the Atlantic. London-based Celador has acquired rights to classic animated series Roobarb and Custard and plans to launch a new version of the classic, as well as the original. The new series, whose original was sold to over 40 territories in the '70s, is currently in production. Both Cartoon Network in the U.S. and Five in the U.K. will broadcast the first series and follow with the launch of the second series later this year.

The series, which depicts an experimental dog and his cynical feline friend, Custard, was originally drawn in a "magic marker" or "wobbly" style. The new version will feature the same animation and will be written and created by the show's original creator, Grange Caveley. Richard Briers, who voiced the first series, will voice the updated version as well. "We want to create a program that is Familiar and beloved to adults who grew up watching the show, since they are the ones who will be introducing the new series to their kids," said Robyn Hurd, head of sales at Celador. "But while we want to be true to the original values of the series, keep all the charm and create a sense of continuity, we also want to bring it to date."

To bring shows up to date it is necessary to add new talent into the mix (as is the case with Scooby Doo's musical maestros, Simple Plan). But, it also seems a requirement to mix in some modern-day must-haves. For example, the crime-fighting clan of What's New Scooby Doo? solves capers by consulting an arsenal of high-tech electronics, such as laptop computers, PDAs, mobile communicators and GPS systems. Celador's plans to modernize Roobarb and Custard include the addition of new friends. The systematically scheming dog, who undoubtedly fails in his attempted inventions, will now use a computer, whereas he used to rely on tools in his shed. Today's Ninja Turtles focus more on extreme sports (a licensing-inspired move), new technologies and more advanced martial arts (a result of the creator's increased knowledge on the subject matter since the series' first-run). The turtles' conversations are no longer filled with exclamations of "cowabunga!" as modern day colloquialisms have taken their place. "The big difference is that our turtles grew up. The turtles do today what teenagers do today," said 4Kids' Laurie Windrow. But she promises that not all of the "cowabungas" are gone. "We're making sure that the characters evolve but stay true to the turtles they are," she stated.

But does creating a new property within the confines of an old show place limitation on creative talent? "Not at all," Bailey assured. "In many ways we have an advantage. We know a character or an idea works, and that gives us the opportunity to take more creative chances with it. People who aren't sure about a show's appeal are more apt to work straight down the middle."

However, re-launches do not always translate into sure-fire hits. "The disadvantage of a re-launch is that you're not creating anything new and exciting. You are more likely to get a moderate rating, a sustainable show, but not a blockbuster," said Cartoon Network's svp, Programming and Original Animation, Bob Higgins. "It's never going to be an out-of-the box hit. And some shows," he said, "simply cannot be redone."

McGowen explained that re-launches prove difficult from a promotional standpoint. "It's often hard to convey that it's a brand new series, a lot of times kids don't believe that they are going to get something different," she said.

"The nice thing about re-launching a show is that you are pretty much assured an audience for the particular brand," said Higgins. "With the advantages of that, though, comes the fact that you could take something that was around for 40 years and completely ruin it. It's a big chance," he said, "definitely a double-edged sword."