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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.

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