The fashion doll brand Designafriend is getting its own animated series, thanks to a new collaboration with 3Megos and Brands with Influence.
The deal was announced at London’s Distoy where Kid Kreations, the team behind the Designafriend brand, cited the increased demand for toy brands to be set in a wider narrative today. The animation – it is hoped – will help drive sales of Designafriend dolls here in the UK and internationally.
Linda Osborne, MD of Kid Kreations, said: “We have been aware of the increasing role that story telling and narrative plays in selling toys and felt it was an excellent time to develop our own animation series based on the the Designafriend characters.
“This new series produced by 3Megos will be really engaging, entertaining and fun and will work really well across media to help drive sales both in the UK, and internationally.”
Set in the world of a Fashion School in New York, the Designafriend series will see the key characters from the the toy range come together to take on the world of fashion. Through the trials and tribulations of college life, relationships and fabulous outfits, the stories will showcase new ranges for the brand, including the introduction of the real life, soon to be animated fashion vlogger – Patience.
Martin Lowde, one of the founding directors at 3Megos talked about the challenge of translating toy brands into TV formats.
“The writing and production team at 3Megos are really experienced when it comes to creating engaging and entertaining content. We fell in love with the idea of taking this highly successful toy brand and translating the values and concepts into fun TV and great stories.
“The setting of a Fashion School feels original and will undoubtedly be really attractive to the target market. Plus we know that stories of friendship will always be in style.”
3Megos Ltd will be at Distoy in London, and then The Licensing show in Vegas presenting details about the new show and how it will work in tandem with the new toys launches in 2020. Brands with Influence has also been appointed to manage the licensing programme that will flow from the series.