How working with Whole Foods in the US has enhanced the PBS Kids brand.
In the US, PBS Kids has been working with Whole Foods Market to support healthy eating, by using characters from PBS Kids programmes to provide families with free resources in Whole Foods Market stores and online.
PBS Kids is the number one children’s education brand in the US offering educational and engaging content for children to help them prepare for success in school and in life.
PBS Kids first started working with Whole Foods in 2013 using characters and content from Peg + Cat in a series of recipes and activities to build maths skills and promote healthy eating.
“It was important for us to work with the right retail partner, one who shared the same values as us,” says Dawn Ciccone, senior director of consumer products at PBS. “It’s got to be a relationship where both parties win. Working with Whole Foods has really enhanced the PBS Kids brand.”
Most recently the relationship has branched out into licensed product, with a range of sustainably-made back-to-school products and toys.
“We chose PlanToys and Green Toys to produce the toys, both ethical companies committed to producing toys made from sustainable materials,” says Dawn. “The new line of back-to-school products feature notebooks made from recycled paper, organic cotton backpacks and reusable lunch totes.”
One hundred percent of PBS Kids’ net proceeds from the new range will support PBS Kids educational programming, while Whole Foods will donate a percentage of total sales to its charity, the Whole Kids Foundation.
As well as the back to school range available in store, PBS Kids has developed exclusive content for the Whole Foods website from Daniel Tiger’s Neighbourhood (a popular PBS Kids TV programme), including clips from the TV series, printable learning activities and family-friendly recipes.
Dawn’s advice for any brand looking for a DTR partner is to not necessarily look for the biggest retailer: “Ask yourself who your ideal partner would be. It’s often not the one where you make the most money, but one you can connect with. And that’s where the magic is.”
Dawn Ciccone spoke as part of the SPLiCE Direct to Retail panel at BLE 2015.
