Wildbrain has signed a deal with Funrise Toys to contribute to the launch of a collectible doll brand named BFF Bright Fairy Friends. The companies plan to implement a digital-first content strategy. “We are proud to partner with innovative toy companies as they develop bold digital-first strategies to launch and create demand for their IP, so we’re very excited to be teaming up with Funrise Toys to support their magical new 'BFF Bright Fairy Friends brand,'” Jon Gisby, EVP and Managing Director at WildBrain Spark said.
The BFF dolls are available now in the US online and in stores at Walmart, Target, and Amazon. The range will launch in the United Kingdom and globally with various retail partners beginning this month. The production companies will also work on over 100 minutes of short-form animated and live-action digital content on YouTube, with a schedule of new episodes posted weekly on the series’ official YouTube channel.
Wilbrain also has a paid media campaign in the works, managing channels across the English-language channel worldwide, receiving more than 1.4 million views and 1.6 million minutes of watch time. the company will also use its Al tools to disclose information about the Bright Fairy Friends content, distribution, and paid media targeting.
Videos of Funrise toy collectibles being unboxed are becoming an increasingly popular trend since early August of this year, with more than 1 million views. “We are thrilled to bring the magical world of 'BFF Bright Fairy Friends' to life with engaging and inspiring animated content,” said Stephanie Simpson Bughi, Vice President Global Brand Marketing at Funrise. “We know kids and parents are looking for quality content, and the magical BFF fairies will spark imaginations as they teach kids to shine together as friends."
The new digital-first content includes 2D animated episodes, character introductions, and toy play videos which also feature a bespoke theme tune created by WildBrain Spark. The animated series has begun rolling out on the BFF Bright Fairy Friends YouTube channel this month and will be followed by toy play content in Autumn 2020. “The content we are creating showcases the brand’s strengths as a fun, dynamic and aspirational property, and we’re sure it will capture the imaginations of kids and families internationally,” Gisby said.
The new line of products features 12 characters, each with their own four style and surprise accessories perfect for trading and collecting. Each fairy comes with her own home, fairy lights, and wings.