The characters were produced as a toyline by Parker Brothers and Kenner the following spring. On a U.S. $5–6 million advertising budget and a wholesale commitment worth U.S. 122.5 million. American Greetings introduced the characters to the general public in February 1983, with an appearance at New York City's Toy Fair; 26 licensees were involved upon launch. Among them was General Mills, a food company which owned the board game manufacturer Parker Brothers. In early 1983, Parker Brothers released six books featuring the Care Bears as part of its publishing division's first offerings. On television, the original 10 Bears were featured in a syndicated special, Atkinson Film-Arts' "The Care Bears in the Land Without Feelings"; Kenner produced and sponsored it.