Universal's monkey marketers have brands going bananas.

THE film version of H.A. and Margaret Rey's classic child's tale "Curious George" proved a pleasant surprise for Universal Studios this summer. After moldering in development limbo for nearly a decade, the film grossed more than $58 million domestically.

But that was just the start.

"George" is proving to be a promotional gorilla. For Universal marketers, there was none of the indecision that marked the production process.

In a rare move for an animated film, the studio integrated Volkswagen, Dole Food Co. and the U.S. Post Office into the film. The two- to three-year lead-time cartoon films require for production normally deters advertisers from product placements, because their marketing plans and even the products could change in that time. The release dates of animated films also tend to shift more, presenting another obstacle for advertisers.

With a Namco video game and PBS series already in the marketplace, the studio last week bowed the DVD with a barrel full of commercial partners. They include Westlake Village-based Dole, Langers Juice Co. Inc. in City of Industry, French's Potato Sticks, Little Debbie, Carvel, Cold-EEZE and Time Inc.'s magazine Parenting.

"In today's marketplace, an average 60 percent of consumers who purchase a DVD have not previously seen the film in theaters," said Ken Graffeo, executive vice president of marketing at Universal. "Because a brand is missing more than half of a property's audience if it only participates during the theatrical campaign, taking part in a DVD campaign ensures the greatest awareness."

The retail partners will push awareness of the DVD while using George's familiar image to grab attention for their own products. For example, Dole will affix "George" stickers to 100 million bananas and hangers on 4.5 million pineapples as well as distributing 10,000 point-of-purchase displays.

Likewise, French's Potato Sticks will distribute 2.8 million "George" packages as well as 200,000 stickers. Langers will include "George" labels on 2 million juices, while Little Debbie will send mail-in rebate coupons for the DVD with 30 million snacks. Parenting magazine will feature a one-page advertorial in its October issue with a look at the "Curious George"/Dole interactive game online.

"We pitch properties, not platforms," said Stephanie Sperber, executive vice president at Universal Studios Partnerships, the company's product-placement division. "We work with corporate partners to find Universal properties that are appropriate for their brand. Only then do we begin discussing timing, execution and which window or windows offer them the greatest marketing value."