Paddle Pop Elemagika Invites Indonesian Kids to Take Adventure

Jakarta, November 15, 2010– Based on their concern on the lack of educational entertainment for children in Indonesia, PT Unilever Tbk., through its Wall‘s Paddle Pop ice cream brand, continued its commitment by presenting Paddle Pop Elemagika, an animated adventure movie where the storyline and story ideas were created by one of Indonesia‘s very own children. In the story, the brave Paddle Pop Lion and his best friend Liona once again invite children to imagine and have an adventure together while teaching about loving the environment, teamwork and friendship.

The Head of Yayasan Pengembangan Media Anak (YPMA) B. Guntarto, MA. said, ―Every child has the right to get information and an education to improve their moral, social and spiritual life, as stated in Section 17 of the Convention on the Rights of the Child (CRC). The fulfillment of the rights of children is a shared responsibility between the state, government, businesses, community, families, parents and the children themselves.

Depending on their development level, children have a tendency to imitate what they see in their environment without considering whether it is good or not, or if it would hurt them or not. This happens because children do not have sufficient capacity in critical thinking, making them easy to be influenced by media content and materials consumed. Therefore, entertainment is needed that is specifically made for children and takes their various needs into account.

Wall’s Paddle Pop Brand Manager Riri Odang said, ―We are committed to continue to provide an alternative form of educational entertainment for Indonesian children while promoting the work of one of the nation‘s own children by presenting Paddle Pop Elemagika. ―Elemagika‖ is the third animated adventure movie after two previous movies, ―Pyrata‖ in 2008 and ―Kombatei‖ in 2009. We hope that the Paddle Pop Lion and Liona characters, who are already known by Indonesian children, can teach about loving the environment, teamwork and friendship through Paddle Pop Elemagika.

Paddle Pop Elemagika Storyline and Story Idea Creator Firman Halim said, ―One of the moral values that we want to be delivered in Paddle Pop Elemagika is loving the environment. This film teaches us that if we use the elements of nature nicely, and if we make friends with nature, nature will also be friends with us. We package these positive messages in an exciting story full of adventures experienced by Paddle Pop characters Lion, Liona, Falcona, Rhinero and Jaguar in fighting the water, fire, air and earth element monsters.

“Paddle Pop Lion” voiceover artist Giring Nidji said, I am pleased to be involved in the Paddle Pop animated adventure movie for the second time. I feel like I have already become one‘ with the Paddle Pop Lion character. I am also very proud because the Paddle Pop Elemagika storyline that crossed the line of creative imagination is a work of one of Indonesia‘s own children.

“Liona” voiceover artist Amanda said, There are so many lessons that I learned from the experience of being the voice of Liona, the beautiful, brave, good-at-martial-arts tomboy who also loves Lioness, Paddle Pop Lion‘s best friend. I think Paddle Pop Elemagika is really interesting because it can invite the audience to imagine the adventure of Paddle Pop Lion and friends against the Element Monsters and Shadow Master.

“Jaguar” voiceover artist Indra Birowo said, I was immediately interested when they asked me to be one of the voiceover artists in Paddle Pop Elemagika because, beside this being my first experience, I also saw this movie as not only full of adventure but also able to provide education for children.

Beside Giring, Amanda and Indra Birowo, other famous names from the Indonesian movie industry also participated as voiceovers in Paddle Pop Elemagika such as Sudjiwo Tedjo as Gypsi Fox and Arie Dagienkz as the local citizens. Together with Paddle Pop, all artists participating in Paddle Pop Elemagika have the same vision; to support the accessibility of educational entertainment for children through Indonesian children‘s movies.

―Paddle Pop Elemagika will be present in a DVD available starting in January 2011. By buying six Paddle Pop ice creams in any flavor, Indonesian children can enjoy the movie at home together with friends and families.

To celebrate the Paddle Pop Elemagika DVD launch and as a form of appreciation to Paddle Pop loyal consumers, we will hold Paddle Pop Movie Adventure Weekend in Cilandak Town Square on December 10-12, 2010, where we will also hold the Paddle Pop Elemagika Gala Premiere for invited guests, Odang added.