CPG Becomes Filmaker–(Brandweek) A unit of Johnson & Johnson is launching a documentary that follows people with Crohn’s disease, rheumatoid arthritis, and psoriasis. The film will mention not mention the company’s drugs. CIQ: This is an emergence phenomenon, brands getting into the business of content development.

 Video Sites Pay for Content–(NYT) In an effort to increase the quality of video downloads, some sites are paying content creators. CIQ: We feel this trend will continue, creating new formats, perhaps, and lots of new channels for content producers.

Toys Follow Kids Online — (Chicago Tribune) From the NYC Toy Fair, toys on display come with USB cables, allowing kids to plug in and expand the creative experience. For example, MGA Entertainment Inc., the maker of Bratz dolls, unveiled Web-Pups under its Rescue Pets brand. The plush dogs come with registration codes that children input onto the site Web-pubs.com to access games and activities.” CIQ: Kids don’t see the same boundaries adults do in terms of wired/unwired. I can imagine a kid wanting to text message her pet rock during the day to check in on how it’s doing.