Surge Licensing appoints agency to handle YouTube channel in the UK and Ireland.
The world’s largest educational YouTube channel – Little Baby Bum – will be making its move into the physical space, with Licensing Link on board to handle the consumer products programme in the UK and Ireland.
The agency has been appointed by Surge Licensing – the brand’s global agent – and will work closely with president Mark Freedman to grow its awareness within the UK.
A deal has already been secured with Commonwealth Toys for a line of feature plush and other soft toys. These will launch in spring in the UK and US simultaneously.
Other categories initially being targeted include infant toys, publishing, electronic learning and apparel.
Ian Wickham, director of Licensing Link, said: “Consumer appetite for content delivered across social media platforms has grown significantly in recent years and, excitingly, Little Baby Bum is a case in point.
“Parents can choose to allow their infants to engage with it where they want, when they want and for how long they want, making viewing the programme completely mobile and instantly gratifying.”
Ian continued: “Little Baby Bum has grown exponentially fast and is predicted to surpass the 30 billion view mark by 2020.*
“We are incredibly excited about this opportunity, working closely with Surge Licensing and already a number of key product categories are being negotiated with best in class licensees who understand the potential we know can be achieved over time.”
Surge president Mark Freedman added: “We are thrilled to be working with both Ian Wickham and Chris Taday of Licensing Link as our representative in the UK. They are both very seasoned licensing professionals and understand the digital entertainment landscape extremely well.”
Little Baby Bum was created by the UK’s El Bebe Productions, with its first video – Twinkle Twinkle Little Star – launching in August 2011. Since then, the preschool animated series has notched up views of over six billion on YouTube globally, with two new episodes launching each week.
The channel’s Wheels on the Bus episode alone has passed the one billion views mark.
(* According to analytics site, Socialblade.com)
