Banijay Kids & Family, a global leader in children’s entertainment and the company behind hits such as "Totally Spies!" and "Mr Bean: The Animated Series", announced an expansion of its strategic partnership with leading creator business platform TheSoul Publishing. The next phase of the partnership launches with a creative crossover between the iconic spy-themed franchise "Totally Spies!" and the globally popular "5-Minute Crafts." The collaboration also includes the rollout of localized versions of their joint YouTube and FAST channels, along with an expansion of AVOD coverage to include LSP and BPO languages.
At the center of the expansion is a three-video content collaboration blending the world of espionage adventures from "Totally Spies!" with the inventive, hands-on creativity of "5-Minute Crafts." The crossover will debut on TheSoul Publishing’s leading English-language channels before expanding across its wide network of local-language platforms, reaching millions of non-English-speaking fans worldwide. The content will also appear across all "Totally Spies!" branded digital pages to maximize visibility and engagement.
Dan Lewsey, Global Head of Digital at Banijay Kids & Family, highlighted the strong performance of the partnership: "We’re seeing fantastic results from our partnership with TheSoul Publishing, growing global reach with strong engagement across platforms. This next phase enables us to extend our footprint to broader international audiences, while the "Totally Spies!" x "5-Minute Crafts" collaboration introduces fresh new content, which is central to our digital growth strategy," expressed.
Finally, Jonathan Shrank, VP of Streaming & Content Partnerships at TheSoul Publishing, emphasized the audience impact: "This expanded partnership with Banijay Kids & Family unlocks new ways for us to combine beloved storytelling with innovative audience engagement. By blending the creative worlds of "Totally Spies!" and "5-Minute Crafts" and launching localized FAST and YouTube channels, we’re giving fans worldwide more opportunities to connect, interact, and discover. Our collective focus is on distributing creative, positive content in new formats and languages, ensuring millions of families can experience these shows however they choose," noted.