Wildbrain's lands new licensing and content partnerships for "Teletubbies"

WildBrain has secured new licensing and content partnerships "Teletubbies" to engage with the much-loved franchise around the world. The deals will be discussed during the Brand Licensing Europe in London, scheduled to take place from 4-6 October, and the China Licensing Expo in Shanghai 17-19 October. “The Teletubbies continue to take the world by storm, spreading their message of ‘Big Love’ to fans everywhere," Elizabeth Litten Miller, Vice President, Franchise Strategy at WildBrain, said. "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."

The highlights of the deals include a brand-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 leading lifestyle retailer Miniso. These 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.

"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," Litten Miller said. "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.”

WildBrain has also teamed up with new direct-to-consumer e-commerce site and creative licensing partners. The company's official new Teletubbies direct-to-consumer webshop (shop.teletubbies.com), from licensee Star Editions, will launch this autumn as a go-to online destination for fans. The international shop will appeal to all ages of fans through products including print-on-demand items across t-shirts, tote bags, mugs, art prints, coasters and lunch boxes, with an option to personalize selected items.

In further e-commerce activity, US retailer Dolls Kill is launching a "Teletubbies" capsule collection of apparel and accessories, targeting the spring festival season in 2024. The line follows the retailer’s hugely popular collaboration on WildBrain’s Strawberry Shortcake brand earlier this year, which has recently been expanded into new categories. To be available online globally and in store in the US, the Dolls Kill Teletubbies collection will include tops, skirts, swimwear, hosiery and shoes.

Beginning March 2025, Cakeworthy will launch a capsule collection in the US, Canada and the UK featuring apparel, accessories, stationery and homeware from March 2025. In the UK, Primark debuted adult onesies from Brand Alliance in September. In other categories, global deals have been inked with Skinnydip for phone cases, which launched online in August 2023, and Blank Tag Co., who 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.

WildBrain CPLG’s licensing team in China has also been prioritizing new partnerships and activations for the Teletubbies brand. A global partnership has been inked with China-based lifestyle retailer MINISO, as announced in August, which will see Teletubbies products launch into MINISO’s network of over 5,000 lifestyle stores next year, including in Greater China, Southeast Asia, excluding Japan, the Middle East, North America, Latin America, Europe and Africa. Product categories include toys, consumer electronics, personal care, cosmetics, stationery, accessories, homeware, tableware and drinkware.

WildBrain CPLG also unveiled its new location-based entertainment (LBE) business with an inaugural partnership with Max-Matching Entertainments Co., Ltd., a leading developer, investor and operator of international cultural and IP visitor attractions. Max-Matching will launch new Teletubbies-themed Family Entertainment Centers (FECs) and hotel rooms in Beijing, Zhongshan city, Guangdong, and a third city to be announced. Set to roll out over the next five years, the projects will be part of new premium retail, leisure and entertainment destinations for Chinese families to engage with beloved entertainment brands.

In other activations, the Teletubbies featured in an installation at the YOHO Mall in Hong Kong. The activation included hide-and-seek themes, costume character appearances and iconic scenes from Tubbyland, with photo opportunities for visitors. Also in China, WildBrain CPLG worked with collectible figurines and plush licensee, Pop Sunday, on a Teletubbies mall takeover in Dongguan City this summer, which included giant Teletubbies figurines and a pop-up shop, and a unisex apparel hat and bag range from Mark Fairwell debuted this summer in over 1,000 stores.

New streaming and broadcast partners will begin to offer "Teletubbies"as it continues to see high demand from distribution partners around the world. Seasons one and two of WildBrain’s 2017 reboot of the "Teletubbies" are set to roll out in Australia on Stan, the Nordics on Viaplay, and in Israel on HOP!. The first season will also air in Latin America (including Brazil) and the Caribbean via a deal with Edye, which has also picked up WildBrain’s music-focused series, Teletubbies: Ready, Steady, Go! (10 x 3’). The original "Teletubbies," which broke new ground when it debuted in 1997, is also showing the enduring popularity of the brand, as broadcasters continue to acquire the classic show, including CRTVG in Spain (seasons 1-3), HOP! in Israel (season 2), Baby First in the US and Latin America (seasons 5–6) and Prime Video in India (seasons 12–14).