Crayola partners with WildBrain Spark on new digital content

The Crayola brand has launched a new season of its original, digital-first Scribble Scrubbie Pets series, produced by WildBrain Spark.

The Crayola Kingdom channel is managed globally by WildBrain Spark across YouTube and YouTube Kids and is home to the Scribble Scrubbie Pets series and all Crayola kid-targeted content.

The new season of 20 three-minute animations and 20 one-minute draw-along episodes launched on the Crayola Kingdom YouTube channel this month, with new episodes released weekly.

Designed to appeal to children aged 5-8, the new content is part of Crayola’s digital engagement strategy to bring physical play and entertainment together, reaching Generation Alpha on their preferred platforms.​​

The digital series is based on Crayola’s popular creative toy and has been developed to engage kids through the elements of animation, real play and drawing. Popular characters including Makena (the bird), Tuma (the elephant) and Scooter (the dog) are brought further into the spotlight, with the new season honing in on the live action arts and crafts elements.

“Partnering with Crayola to design and launch its YouTube kids’ strategy has been an exciting journey, creating a channel and programming that bridges the gap between digital entertainment and physical play,” said Rachel Taylor, commercial director at WildBrain Spark. “Through our own insight tools and YouTube expertise, we are able to take the guesswork out of producing content. The data provides clear indications about what the audience is most likely to watch, which is key to informing our strategy.”

Since the launch of Crayola Kingdom at the end of 2020, the channel has surpassed 13.2 million views with over 370,000 hours of time spent watching to date.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
LFRD24500x500
 
Licensing for Retail Day survey highlights retailers most excited to work with toy/preschool/kidult brands in 2024; Customer acquisition and loyalty, plus diversification viewed as biggest benefits....
MMixlings500x500
 
Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with the creation of a compact range of new novelty products....
MarvelWeetabix500x500
 
Weetabix has teamed with Marvel on a new family-focused collaboration with the aim of promoting healthier snacking for kids....
Sandersonlogo500x500
 
The luxury interior design and furnishings group is to move its head office later this year to West London to a listed building that opened in 1902 as a wallpaper factory for Arthur Sanderson & Sons, the forerunner of the Sanderson brand....
EdStaffordOlpro500x500
 
In a new venture into extreme outdoor exploration, Brandgenuity has brokered a deal between adventurer Ed Stafford and B-Corp certified camping brand, OLPRO....
CardzoneClintons500x500
 
The greeting cards industry has reacted positively to the acquisition of Clintons by Pillarbox Designs, the parent company of Cardzone....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.