Funrise Toys has turned to WildBrain Spark to support the launch of its collectable doll brand, BFF Bright Fairy Friends with a digital content strategy that will see the production of a series of short-form animated and live action episodes for YouTube.
The partnership will get underway as Funrise Toys prepares to launch the BFF Bright Fairy Friends doll range to the UK and global markets this month. Online unboxing videos of the collectable dolls have already gained early traction on YouTube since launching in early August 2020. BFF Bright Fairy Friends existing videos have been viewed over 1M times.
As well as developing over 100 minutes of content for the doll brand, the WildBrain Spark will also be executing a paid media campaign and handling channel management across the global English-language channel, which has already received over 1.4M views and 1.6M minutes of watch time. On top of this, it will utilise its AI tools to inform the Bright Fairy Friends content, distribution, and paid media targeting.
Jon Gisby, EVP and managing director at WildBrain Spark, said: “We are proud to partner with innovative toy companies as they develop bold digital-first strategies to launch and create demand for their IP, so we’re very excited to be teaming up with Funrise Toys to support their magical new BFF Bright Fairy Friends brand.
“The content we are creating showcases the brand’s strengths as a fun, dynamic and aspirational property, and we’re sure it will capture the imaginations of kids and families internationally.”
Stephanie Simpson Bughi, vice president global brand marketing at Funrise, added: “We are thrilled to bring the magical world of BFF Bright Fairy Friends to life with engaging and inspiring animated content. We know kids and parents are looking for quality content, and the magical BFF fairies will spark imaginations as they teach kids to shine together as friends.”
The new digital-first content includes 2D animated episodes, character introductions and toy play videos which also feature a bespoke theme tune created by WildBrain Spark. The animated series has begun rolling out on the BFF Bright Fairy Friends YouTube channel this month and will be followed by toy play content in Autumn 2020.
The new line of products features 12 stylish characters, each with their own four surprise accessories perfect for trading and collecting. Each come housed in their own fairy home with motion activated twinkle lights as well as light up fairy wings. The BFF dolls are available now in the US online and in stores at Walmart, Target and Amazon.
The range will launch in the United Kingdom and globally with various retail partners beginning this month.