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While DVD is poised to overtake VHS in most major categories, sales of videocassettes still hold a comfortable lead in the children's video arena. But recent trends indicate DVD isn't just for adults anymore.
Now that DVD players are in 25 million households-and millions more if you include the DVD capability of game consoles and computers-many studios have decided the time is right to release children's titles for the first time on DVD. Universal Studios Home Video reported strong sales of the DVD debut of "The Land Before Time" in December and will release its direct-to-video sequel "Balto 2" on VHS and DVD on Feb. 19.
"Kid's titles have remained mainly on VHS up to now because it's a kid-- friendly format, but the market is changing," said Universal Studios Home Video spokesman Evan Fong. "A lot of families got DVD players for Christmas during the holidays and it's really becoming mainstream."
Sony Wonder tested the DVD market last December when it released a collection of holiday classics from Golden Books that included "Frosty the Snowman" and "Rudolph the Red-nosed Reindeer." They sold well enough to convince Sony kids and their parents are ready to make the leap from VHS to DVD.
"It was an easy decision because it was driven mainly by customers who were asking for it," said Steve Okin, vp of promotions and marketing for Sony Music. "And we're very excited with the results. It's like getting into the business all over again."
In its early days, the DVD market was driven by early adopters who were primarily tech-savvy young professionals. The first titles to sell more than a million copies were action-adventure films like "The Matrix" that reflected the tastes of a younger audience.
But as hardware prices began to plummet last year, the landscape changed and families began to...