The popular toy brand The Irish Fairy Door Company is launching a new, animated series on YouTube with the help of the DHX Brands offshoot, WildBrain.
In a new partnership with the outfit, the toy firm is looking to build brand awareness through a new digital strategy encompassing Facebook and YouTube, with the aim of an eventual move into long-form content.
WildBrain, a leading digital kids’ network and studio, has been appointed to produce original content based on The Irish Fairy Door Company, and to manage the YouTube and Facebook strategy for the toy brand.
The Irish Fairy Door Company is an award-winning direct-to-consumer brand, based in Ireland, which celebrates the magic of children’s belief in fairies through toys, imaginative play, fairy stories and fun online activities.
The miniature fairy doors that are the flagship product of the brand are enjoyed by children in almost 1 million households worldwide.
Under the agreement, WildBrain will manage The Irish Fairy Door Company’s YouTube channel on its network, and produce short-form content designed to engage and inspire children with the magic of The Irish Fairy Door Company’s brand, including an original animation series and live action videos that bring the fairy world to life.
WildBrain’s social media team will also assume management of The Irish Fairy Door Company’s Facebook page and advertising campaigns, to engage with parents and extend the brand’s audience to new viewers and consumers worldwide.
In addition, WildBrain’s parent company, DHX Media, is working with The Irish Fairy Door Company to develop additional strategies to grow the toy brand on other platforms, including potential long-form content.
“The Irish Fairy Door Company team have achieved a remarkable feat already, by building a consumer products business around a smart toy idea that has captured the imaginations of a generation of children in Ireland and beyond,” said Jon Gisby, managing director, WildBrain.
“We love The Irish Fairy Door Company concept for the WildBrain network on YouTube, and will be using our expertise in Facebook management to reach and engage parents. We look forward to working with The Irish Fairy Door Company team to leverage WildBrain’s platform to grow this brand further on the international stage.”
Niamh Sherwin barry, co-founder and director of The Irish Fairy Door Company, added: “Everyone at The Irish Fairy Door Company is thrilled to be working with WildBrain and the DHX Media team to bring the magic of fairies and imaginative play to a global audience.
”The move to live action and animation is something that we have been working on in the background for quite some time and we are delighted to be able to collaborate with WildBrain and make this announcement today.
"Combining the amazing skills at WildBrain in building global audience engagement, with our ability to make a real difference to the playtime and wellbeing of children will make the magic come alive even more through live action and animation on YouTube and other platforms. We look forward to building a truly global brand that we can all be proud of. We are just so excited about what’s to come."