Agreement taps WildBrain to lead global YouTube strategy for Australian toy brand
WildBrain, a leading digital kids’ network and studio, has been appointed by Headstart International Pty Ltd. to manage the Best Furry Friends – or BFF – toy brand on YouTube. WildBrain will employ its expertise in content and channel management on YouTube to grow the global audience for BFF with exclusive content designed to delight a key viewership of girls 6-9 years old.
WildBrain will manage existing BFF channels on YouTube and also launch new channels for the brand across international territories and manage advertising on the channels. BFF content under WildBrain management includes 13 x 11-minute 3D CGI-animated episodes, 13 x11-minute unboxing videos, 6 x 12-minute toy-play videos, and 6 x 12-minute stop-motion videos.
“As we continue to expand the offering of third-party kids’ brands on WildBrain, we are delighted to be teaming up with Headstart’s BFF, an ideal toy property to feature across our YouTube network,” said Rachel Taylor, Commercial Director, WildBrain. “The brand’s range of collectible toys with cute, distinctive characters lends itself perfectly to both animated and live-action videos, allowing kids to immerse themselves in a world of play and imagination. We look forward to working with Headstart to grow the global audience for BFF.”
“We’re really excited to be working with WildBrain on our Best Furry Friends YouTube channel,” said Andrew Hendy, CEO Headstart International. “We have amazing content to share with our fans and WildBrain are the perfect partner to help us grow the brand globally on YouTube.”
The Best Furry Friends are cute fashionista animals who love to hang in their super sweet fashion bags with the Besties, six girls who always keep their furry friends close. In addition to the six Bestie dolls, kids can collect over 60 variations of BFF and fashion bags in a range of colours, sizes and styles. Sold globally, the Best Furry Friends range currently includes collectibles, dolls, playsets and plush, with line extensions coming in the shape of interactive toys and more.