Production and distribution company, Sinking Ship is being supported by Fryday Brands as it eyes growth in the licensing space for two of its key properties.
Both live action comedy Odd Squad and Dino Dana, which follows the adventures of ten year old Dana, a palaeontologist in training, are targeting numerous consumer products categories.
Following the success of the Odd Squad Agent’s Handbook, Fryday Brands is prioritising the publishing category, with opportunities to develop educational-led content such as workbooks and activity books. Role-play and dress-up are also key, while the existing success in digital will also be built on.
Dino Dana, meanwhile, has already enjoyed publishing success in the US with the Dino Field Guide. A focus will also be on establishing distribution for the toys and figurines which have been developed by Safari, along with looking at experiential and event-led marketing activity.
Valerie Fry of Fryday Brands commented: “The initial aim for 2022 is to continue to build brand awareness in the UK for these unique brands by way of promotional partnerships and marketing activity. We particularly want to bring the brands alive for the fans by developing events and experiences including in-school and after-school activities.”
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