The line, by ToyQuest, includes a keyboard and a percussion interface, both of which are combined with tubes, sensors, pre-programmed songs, interchangeable instrument sounds, and iPod/MP3 player compatibility. ToyQuest plans to have the toys available in July, with prices starting at $69.99. The commercial will begin airing later this year as the holiday season approaches.
Alan Ett Music Group (AEMG) VP Scott Liggett composed the music for the spot, which is being produced by Picture Palace and director Leo Zahn. Liggett and AEMG president/CEO Alan Ett checked out the new instruments during a pre-production meeting at ToyQuest.
According to Liggett, the team reviewed a storyboard and then came up with a strategy to create a soundtrack that would be used during playback at the shoot. The track would drive the spot and guarantee continuity of the choreographed shots of kids playing the instruments.
The track had to incorporate sounds and sequences from the actual instruments, as well as original music. Over a period of weeks, MP3s were sent to Zahn, ToyQuest and Blue Man Group in New York for creative input and approval. The Blue Man Group will shoot their parts for the spot in the weeks to come. Those performances will be added and the spot will be completed and mixed at AEMG’s sister company, Media City Sound.
AEMG is home to two fully-digital, multi-track recording studios and three Digidesign Pro Tools editorial suites.