The Oddbods juggernaut is in motion and the hit series is primed to take the global market by storm, according to the property’s master toy partner RP2.
Having recently launched its long-form, seven-minute episode content to UK broadcasting partner Boomerang, the brand has been tipped to make a big splash across the gaming, apparel and toy landscapes.
The animated series started life as a run of one to five minute shorts on YouTube, but quickly shot to success both online?and in its longer-form?TV content, which has reportedly topped the bill as the highest rating show every day it has been on air.
The brand is now expected to see the same success in the toy space when Golden Bear introduces an extensive line-up of plastics and figures, plush, interactive play-sets and blind bagged Oddbods collectables? this June/July.
“Early response to Oddbods and the Oddbods toy line has been nothing short of exceptional,” Simon Cox, managing director of RP2 told ToyNews.
“We already have distributors lined up across the EMEA, which is unusual this early in the process.
“Retailers are seeing a wider, bigger toy range coming through and broadcasters are seeing?a deeper level of content, so our expectations for Oddbods in the UK and on a global scale are very high.”
Targeting kids aged four to nine, Oddbods is the brainchild of children’s entertainment studio One Animation and follows the slapstick adventures of a cast of seven characters.
The series has already been met with international acclaim and RP2 believes that one of the biggest drivers for UK audiences will be its accompanying line of collectables, geared at pointing youngsters towards its Oddbods TV and online content.
“There might only be seven Oddbods, but there are 50 Oddbods blind?bag toys in the range to collect,” said Cox.
“We will feature each of the seven Oddbods in six different poses, which all relate to the different episodes, prompting kids to YouTube to find their character in a particular episode.
“It’s all about using the marketing to prompt an increase in YouTube viewers and show viewership, which we all know is going to sell more product.”
The move from short form YouTube animation to long-form TV episodes – with Boomerang airing three back to back in half hour slots – has fuelled demand for the Oddbods property that, under?the guidance of the UK licensing agent ITV, is expected to achieve big things in the wider licensing space.
?“One Animation has taken a one-minute concept with no dialogue to seven minutes with no dialogue,” added Cox.
“This allows for a huge range of opportunities for products and huge potential in the wider licensing space.
“There is no doubt that – along with toys – Oddbods will achieve some big things in the digital space, in the gaming sector and?in the apparel market; all of the major licensed lines that you’d normally expect.
“But the biggest? appeal of Oddbods is?that everyone has a real vested interest in it. We are working closely with Golden Bear, with One Animation and with all the broadcast partners to drive audience from the product to the broadcast stream.
“The higher the ratings, the more kids will buy it, the happier the retailer. We are already seeing ratings success and we are now?in a unique position. The Oddbods Juggernaut is in motion,” he concluded.