Home / Highlight / Pre-school series True and the Rainbow Kingdom eyes toys and games amid new licensing plans with bRAND-WARD

Pre-school series True and the Rainbow Kingdom eyes toys and games amid new licensing plans with bRAND-WARD

The children’s entertainment unit, Guru Studio, has tapped bRAND-WARD as its exclusive licensing agent for the hit pre-school series, True and the Rainbow Kingdom.

Under the new deal, bRAND-WARD will represent the property across the UK and Ireland as it looks to build a licensing programme spanning toys and games, apparel, publishing, housewares, accessories, food and drink, and live events.

“We’re seeing tremendous demand for True and the Rainbow Kingdom products from boys and girls all over the world,” said Jonathan Abraham, VP of sales and business development at Guru Studio. “We’re excited to have the experienced team at bRAND-WARD lead the charge for our consumer products program in the UK & Ireland, and continue to build upon the love people have for the show.”

Trudi Hayward, co-founder of bRAND-WARD, added: “True and The Rainbow Kingdom is a brand with great appeal, which has inspired award winning and top-rated content, widely available on many platforms, including pay TV, FTA, SVOD and digital media. Securing multiple platforms is a prerequisite nowadays if you want to achieve the necessary exposure. We are delighted to be working with Guru on this stunning property.”

True and the Rainbow Kingdom’s message aims to empower children to be mindful, compassionate and respectful of all living things. The series first launched on Netflix in 2017, and is now launching on linear TV around the world. Following the successful launch on Tiny Pop in the UK earlier this year, the demand for the hit preschool series continues to grow.

On AVOD platforms such as YouTube and YouTube Kids, the series has amassed a sizeable audience with over 300 million views. The show’s GIPHY page now boasts over 2 billion shares. The series recently received a Daytime Emmy Award nomination for Outstanding Directing for a Preschool Animated Program.

Consumer products for True and the Rainbow Kingdom already include a line of plush, Halloween costumes, activity books and storybooks across North America. New True and the Rainbow Kingdom content is continuing to roll out on Netflix throughout 2020.

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