On Kids & Family has appointed bRAND-WARD Services to build the Petronix Defenders brand in the UK.
The comedy adventure series is aimed at 4-7s and looks to offer a concept which combines emotions and fun.
It is produced in association with M6 Group and Super RTL, in partnership with the Chinese toy manufacturer and global media group, Alpha.
When the world’s wild animals are in danger, a team of young superheroes rush to their rescue: their backpacks are transformed into small animals equipped with incredible technology, and together they set off on ever more daring missions to help them.
The series’ environmental values and the empathy created by the characters address the current concerns of young audiences and their parents.
In addition to bRAND-WARD, On Kids & Family is setting up an international network of agents including Gulli (France); Super RTL (Germany, Benelux and GAS); Planeta Junior (Spain, Portugal, Italy, Eastern & Central Europe); Megalicense (Russia, Ukraine); Lotus Global (Brazil, Latam); and Plus Licens (Nordics).
In the UK, Tiny Pop will be the free to air broadcast partner.
“Our L&M strategy is based on major exposure of the series on the best free TV broadcasters, to ensure our partner Alpha the best possible visibility from the beginning of the broadcasts,” commented Erick Rouillé, svp co-productions, business development, licensing and merchandising. “Alpha will also be launching its toy line worldwide, outside of China, for Christmas 2023.”
Jean-Philippe Randisi, co-founder of bRAND-WARD, added: “A superb series, featuring engaging characters, fantastic toys and a very compelling message – Petronix Defenders will take the world by storm in 2023 and beyond.
“We are proud to be able to join forces with On Kids & Family to make this series a success in the UK.”