LicensingSource finds out about just some of the activity which is being planned by WildBrain to mark the key milestones for the preschool brands.
WildBrain will be celebrating 25 years of Teletubbies and 15 years of In the Night Garden this year, with a host of activity on the cards for both brands.
A year-long celebration is being created for Teletubbies which, explains Michael Riley, chief brands officer, will “tie-in to our DNA of silliness, campy humour and diversity, which will bring joy across fashion, art and music for both parents and Gen Z alike. Teletubbies will be the brand that turns the mundane into something delightfully unexpected and fun.”
The celebrations will kick off with experiential events in the US and UK around Teletubbies Day on 31 March. Activity will continue throughout the year including events and partnerships around Pride Month and New York Fashion Week. WildBrain and WildBrain CPLG will also be working with current partners and new collaborators on product ranges that will be available throughout the year.
Discussing the secret to the property’s longevity, Michael says: “As a brand that’s embedded in pop culture and inspires love and optimism, the Teletubbies represent diversity, silliness and big hugs throughout our marketing efforts to both Gen Z and parents. The Teletubbies characters are each uniquely creative with a diversity of colours, styles and playful personalities, and invite and encourage everyone to be themselves and celebrate kindness.”
In the Night Garden, meanwhile, will see UK toy partner, Golden Bear, celebrating its anniversary all year long with dedicated in-store signage and call outs on packaging. New product offerings will again be created with both existing and potential new licensees.
Michael continues: “The In the Night Garden brand continues to be an important part of children’s bedtime and naptime routine. The series remains a top UK show and has maintained its coveted CBeebies bedtime slot. The brand is also hugely popular on YouTube, where it’s managed by WildBrain Spark, and achieved an average of 15 million monthly views on the platform in 2021.”
This feature originally appeared in the spring 2022 edition of Licensing Source Book. To read the full publication, click on this link.
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