I shudder to use the word again, but it's news, so I must. Okay, quiz time: What's got a comic book, a web site, trading cards, posters, stickers, ringtones, wallpaper, games, books, toys and backpacks, and is aimed at the tween demographic? If you guessed the Mary-Kate and Ashley brand, you're wrong. They've been spun off into a boy-tween brand called Riot Media by Robert Thorne, head of the M-K/A empire. And just in case you think their market coverage is a little thin, well, don't worry: they're also creating a video game and a television show, featuring a "back story about an evil circus and a heroic chimp named Riot." Wheee! Branding!