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THE BIG INTERVIEW: WILDBRAIN
Inset: WildBrain has produced toy-play short-form content for several brands.
There is no longer just one business model when it comes to building brands and, while traditional linear broadcast remains a key route, AVOD (ad-based video on demand) gives brands vast access to large audiences. LSB meets Jon Gisby, md of WildBrain, who shares why he hopes the industry will embrace a more holistic approach to brand building.
Brave New World Y
The network has the “huge opportunity” to build ou may have previously heard the name brands says Jon, explaining that, within DHX WildBrain, but its potential and what it can Media, it is building an integrated set of offer to the wider licensing industry, both capabilities that makes it unique in the market. now and in years to come, is perhaps only WildBrain works across a variety of different just being realised. models. “Sunny Bunnies and Larva are brands A wholly owned subsidiary of DHX Media, that launched on YouTube first, building their WildBrain is a global kids studio and network. As audiences to a level that have picked up part of the DHX family, it works closely with momentum with toy partners,” says Jon. CPLG and DHX Brands (the dedicated “We work with studio partners including brand management arm which represents Mattel, Universal, BRB, Beano and Turner, preschool and classic properties, and plus we have produced animated content in which was brought under WildBrain earlier the past year for Hearst’s Popeye, as well as this year) to offer all parts of the brand for Hairdorables and Tulipop, and we have building and licensing jigsaw. made toy-play short-form content for Mattel’s “Bringing the preschool and classic titles Polly Pocket, Spin Master’s PAW Patrol and under the overall strategic management for Sunny Bunnies.” of WildBrain will enable us to create Jon continues: “From the DHX Media a more integrated direct to stable, we have a number of exciting consumer strategy across key initiatives planned this year and digital platforms and next for Teletubbies and In the Night consumer products that will Garden, including new educational benefit all teams and help and bedtime animation content, and recognise the full potential of a greater focus on retail conversion the group’s capabilities,” Jon using social platforms.” Gisby, md of WildBrain, Inset: “We believe there are many new models to building In addition to this, due to its explains to LSB. brands that kids love,” says WildBrain md, Jon Gisby.
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LICENSING SOURCE BOOK EUROPE 2019