New licensing and content partners on board for Teletubbies

WildBrain is continuing to deliver new, and colourful, ways for Teletubbies fans to engage with the franchise around the world.

New licensing partnerships and content deals expand the brand into additional categories, with growth in the digital space and fresh promotional activations in key markets.

Highlights include a new e-commerce site; new apparel ranges from Dolls Kill; multiple fan-focused activations; location-based events in China; and a previously announced global partnership with lifestyle retailer MINISO.

“The Teletubbies continue to take the world by storm, spreading their message of ‘Big Love’ to fans everywhere,” commented Elizabeth Litten Miller, vp franchise strategy at WildBrain. “Building on the launch of new content on Netflix and YouTube during the brand’s 25th anniversary celebrations in 2022, this vibrant roster of collaborations demonstrates the Teletubbies’ enduring appeal across the globe.

“We’re particularly excited by our new e-commerce site, which augments our insights into what our customers are looking for and will allow us to tailor new launches and special promotions. Our global licensing agency, WildBrain CPLG, and our in-house franchise team continue to experience strong engagement from partners eager to share the wonder of the Teletubbies with fans.”

The new Teletubbies direct to consumer webshop from Star Editions will launch this autumn, carrying products including print on demand items across t-shirts, tote bags, mugs, art prints, coasters and lunch boxes, with an option to personalise selected items.

In further ecommerce activity, US retailer Dolls Kill is launching a Teletubbies capsule collection of apparel and accessories, targeting the spring festival season in 2024.

March 2025, meanwhile, will see Cakeworthy launch a capsule collection in the US, Canada and the UK featuring apparel, accessories, stationery and homeware, while in the UK, Primark debuted adult onesies with Brand Alliance.

In other categories, global deals have been inked with Skinnydip for phone cases and Blank Tag Co., which will launch waterproof stickers in the US and Canada in 2023. In the digital space, Playworks is launching games for kids aged three and over on smart TV devices this year; House of Blueberry launched a Teletubbies capsule collection in the metaverse on Second Life; and Bare Tree Media has renewed its deal for Samsung digital items and Pride themes.

The team has also been busy in China, with activations including the Teletubbies featuring in an installation at the YOHO Mall in Hong Kong (pictured above). The activation included hide and seek themes, costume character appearances and iconic scenes from Tubbyland, with photo opportunities for visitors.

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