JON OLLWERTHER: “GENIUS BRANDS MAKES KIDS' CONTENT WITH A PURPOSE”

Genius Brands International is committed to providing valuable information to parents and children in the midst of the coronavirus pandemic. Under the slogan “content with a purpose,” the company is teaching children how to practice handwashing and social distancing to help keep their family, friends, and community safe. The company is doing so through some of its most iconic brands, such as “Llama Llama,” “Warren Buffett’s Secret Millionaires Club,” and “Rainbow Rangers”.

“First of all, in an emergency or a world-shifting situation like this, it’s important to understand what you are adapting to and why. You first have to understand the impact that is going to have on your core business, your employees, your partners, and your clients. The first thing that Genius did was realize that we make children’s content with a purpose. That has always been our mission: to improve the world with the content we make,”  Jon Ollwerther, EVP of Global Brand & Business Development at Genius Brands International, told Señal News.

Admitting that the company is trying to “find that new rhythm in this quarantine world,” Ollwerther recognizes an opportunity both on the broadcast side and the on-demand side. “We are not looking to exploit it. We are looking to serve the community of kids that is watching more content,”  he said.

Ollwerther believes that this situation has led to parents relaxing their screen time rules a little bit. “Right now, more than ever, content with a purpose is going to be important. If you are a parent and you think that your child should have limited screen time, are you going to let them watch ‘shoot 'em up’ videos on YouTube or are you going to let them watch something that imparts good values and teaches them something?,” he analysed.

Regarding the future of the industry after the coronavirus pandemic, the EVP of Global Brand & Business Development at Genius Brands International has some optimistic thoughts. “People have always needed and wanted entertainment. That would not go away because of a virus or market conditions. I think that what we do is more important now than ever before,”  Ollwerther assured. “There has never been a greater demand from parents who need quality content for their kids,” he concluded.

By Federico Marzullo