Brands to watch: KIDZ BOP

Following two recent appearances at London’s Wimbledon Theatre, KIDZ BOP will be hitting the road in April 2024 for an 11-date tour of major UK cities, including Liverpool, Sheffield, Glasgow and Cardiff. asks Rob Corney, group md of Bulldog Licensing, to fill us in on plans for the smash-hit music brand in the licensing space.

Can you sum up KIDZ BOP – and its appeal – in a nutshell?

KIDZ BOP is a global children’s music brand – today’s biggest hits, sung by kids for kids. The KIDZ BOP Kids star in hundreds of music videos and commercials, record the albums, and perform live on tour. KIDZ BOP records in five different languages. Since launch, the brand has sold more than 23.5 million albums and generated over 9 billion streams. Its popularity presents a unique opportunity for licensees to tie in with one of the world’s biggest global music brands for the family/kids demographic.

What has the response to the brand been like since you took it on? How are you positioning it for the UK market? And how do you see it developing?

We’ve had a fantastic response with publishing product and discussions are underway across a range of lines including apparel, accessories, electronics and additional publishing lines. Following years of successful tours full of sold-out shows in the US, KIDZ BOP recently announced the British KIDZ BOP Kids will go on their first-ever headlining tour in the UK – they’ve just done two shows in London and will be performing in 11 shows across the UK during the Easter break in April 2024, including an added third London date. The tour opens even more opportunity and proves the continuous growth and success of the brand.

KidzBop500x500What role does the brand’s digital presence play in supporting awareness?

KIDZ BOP has a particularly strong voice, using KIDZ BOP social platforms to reach families as well as making the KIDZ BOP Kids influencers to better promote products. Having the Kids showcase their personalities and speak directly to the family audience is an invaluable asset to the brand.

What creative resources can you (and the brand owners) make available to licensees?

KIDZ BOP has a full style guide available for licensees. Additionally, we have direct access to the management team to help build out any additional content/information needed. One of the big USPs of the brand is the access we have to the KIDZ BOP Kids themselves. We’re in conversation with partners for several potential pieces of support activity, ranging from social media stunts and highlighting the launch of products, to UK tour ticket competitions, and even a potential concert to help launch a product line after-hours in a major retailer’s store.

What’s the key demographic for the licensing programme? Which categories is the brand well suited to?

The key audience for KIDZ BOP is children aged 3–12 with a sweet spot of 5–9. Electronic toys, dance moves and vocal tips, and fashion partnerships that emulate the KIDZ BOP style are all key categories that will receive huge support from the fanbase.


The Kids have their say…

What it’s like to be going on tour?

Toby: We are so excited! This is our chance to finally get out there and perform for all our amazing fans. We’ve been waiting for this, so we’re excited that it’s finally happening.

How do you fit regular life stuff around KIDZ BOP, like school and family?

Sadie: The tour is going to be in the school holidays, so we go to class just like everyone else. We make sure we get all our schoolwork done and then rehearse. Our parents come on the road with us for the tour and all our families are going to come and see us at different shows to support us, which is amazing.

What do you love best about performing?

Chanel: Well, I’ve always loved singing and dancing, but one of the best parts I love the most is seeing all the fans dancing in the audience. For some kids this is their first concert, so it’s amazing to see those smiles.

What would you consider doing if you weren’t a performer?

Toby: I love all the behind-the-scenes in music and performing. We work with our choreographer all the time and I love watching the producers put the show together.

Who is your favourite singer/band?

Toby: We’re all big Olivia Rodrigo fans; her new music is great.

What do you like doing in your spare time?

Zi: I like seeing my friends and spending time with my family. But I’m always singing and dancing too.

For more information on KIDZ BOP, contact the team at Bulldog Licensing or visit KIDZ BOP is a part of Concord.

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