Dick Clark Productions Reaching Out to Kids Market with New Division.

By Brent Hopkins, Daily News, Los Angeles Knight Ridder/Tribune Business News

May 20--BURBANK, Calif.--America's oldest living teenager wants to broaden his appeal to a bunch of 7-year-olds.

Dick Clark Productions Inc. on Monday announced the creation of a children's division that will further diversify its entertainment offerings. The firm plans to emblazon its famed founder's name across its Dick Clark Kids offerings, betting that a half-century worth of brand recognition will help in the crowded market.

"We thought the Dick Clark name would generate interest when seen by parents and grandparents," said Jules Haimovitz, vice chairman of DCPI. …