Prudential and Cartoon Network to help kids get "money-smart"

The programme aspires to teach four major concepts: earning, saving, spending, and donating. It is set to air in early September on the Cartoon Network channel. It will air in the first instance in seven markets: Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Prudential says it chose Cartoon Network for this unique marketing effort because of its direct connection with kids in the target age range. has been voted as the number one children's channel in Asia. It has signed on Alice Wilder, an education and child psycology expert, to help produce the programme. She has also worked as the producer, director of research and development for the children's show 'Blue Clues', which airs on Nickelodeon.

The brand new series of animated television segments will also have its own interactive website which will reinforce the concepts taught.

Barry Stowe, CEO of Prudential Corporation Asia, said: “Financial literacy has long been core to Prudential’s corporate responsibility in Asia but we wanted to take our commitment to an even higher level and to a younger audience. Sound money management skills are essential in life and it is important that our children learn the basics to financial planning in a fun and engaging way.  Prudential’s new money-smart kids programme will rapidly accelerate our work in this important field while delivering a landmark, truly one-of-its-kind programme with Cartoon Network region-wide.”