After the Veggie sale, Part II

While brainstorming the other day, Phil Vischer thought up an idea for a wacky late-night show that could also deal with faith issues.

This show would not feature digital vegetables and Vischer playing a big, red, silly tomato named Bob. It would not be a VeggieTales show produced under the Big Idea brand he created a decade ago. It would sink or swim on its own.

This felt exhilarating and terrifying.

"That was the whole thing with VeggieTales," said Vischer. "It was wonderful, but everything we did had to end up as a digital-animation video product. We had a studio to protect and everything had to feed that franchise. ...

"What if you had an idea for a live-action movie? Too bad! How about new characters? Too bad! How about new children's books? Too bad! Maybe an old-fashioned animated movie? Too bad! What if we went back and did a puppet show? Too bad! We had to stick to Veggies."

The good news, said Vischer, is that he is now free "to chase all these creative bubbles" wherever they go. The bad news is that he is free to do so because Big Idea Productions crashed into bankruptcy last year after losing an $11 million lawsuit about a verbal contract with a distributor, only 10 years after releasing the first Veggie video called "Where is God When I'm S-Scared?"

VeggieTales started with Vischer and Mike "Larry the Cucumber" Nawrocki, two wisecracking puppeteers who exited Bible college because they were in trouble almost as often as they were in chapel. Vischer learned computer graphics, Nawrocki wrote silly songs and a dream was born.

At its peak, Big Idea was a 210-person animation studio in the Chicago suburb of Lombard. The reorganized Big Idea, Inc., has downsized and moved to Franklin, Tenn., just outside Nashville. The new owner is Classic Media, which controls Lassie, Rocky & Bullwinkle, the Lone Ranger and other wholesome products.

Nawrocki and a circle of others made the move. Vischer did not, but agreed to keep providing the voice of Bob the Tomato and legions of other characters. He will write one of three Veggie scripts each year and consult on others. "The Lord of the Beans" is just around the corner.

"I'm trying to tell the stories that God is putting into my head," said Vischer, pausing. "And I'm still trying to learn how to let go. But it's good to let go. It was killing me, trying to run a studio and be creative at the same time."

The late Bob Briner would have agreed, 100 percent. Throughout the 1990s, the president of ProServ Television used "Roaring Lambs" and his other books to urge believers to stop cranking out predictable products to sell to the converted.

Briner was a big VeggieTales fan. Yet, weeks before dying of cancer, he offered sobering media insights that would soon become highly relevant to the Big Idea story. Briner said that when he started paying attention to the Christian marketplace, he feared that the artists didn't have what it takes to make competitive, mainstream products. This was not the case.

"We have people who can tell stories, write songs and be funny," he said, in April of 1999. "We have lots of talented people. I've decided that this isn't the problem. Our biggest problem is that we don't have enough people who know how to handle the money so that the talented people can do what they need to do."

Vischer found that out. He said he started out telling stories and ended up "chasing the Walt thing" as he tried to build a corporate brand that could compete with the Walt Disney Company and the rest of the industrial entertainment complex.

In the end, it was hard to tell funny stories. The pressure was too great.

"I wanted to do as much good as I possible could as fast as I could," he said. "I mistakenly believed that the bigger we got, the more opportunities we would have to do good. What I learned was that just the opposite was true.