TOTAL LICENSING
ZAFARI The Hit Show with a Moral Message Does the kids entertainment industry do enough to celebrate difference and diversity? No, is the short answer to that. Just like any other sector of the media, stereotypes are a big part of shows and movies for children. And this means that children don’t see enough content with diverse characters in different cultural settings. There are, of course, exceptions. Sesame Street has been showcasing the importance of diversity and cultural togetherness for nearly fifty years – and pulling in huge global audiences at the same time. Also, Dora the Explorer broke ground as a major kids show featuring a female Latino protagonist. And Nella the Princess Knight – with a biracial female knight taking the lead – is a welcome addition to the schedules. Go further back – and delve into the world of books - and you find some classics of children’s literature that teach the lesson that being different can be a good thing. Pippi Longstocking, for example, lives happily free from social conventions - despite the best efforts of the authorities to make her conform. Yet she is still accepted and befriended by her peers. And Pippi also has super-human strength, not something many girl characters were, or are, known for. However, mostly kids entertainment
does little to teach children that being different is good. Conformity rules, and there’s not enough out there that’s spreading the message that diversity should be welcomed and celebrated. But at INK Group, we are addressing the matter through ZAFARI - the new show that aims to make the world a more inclusive place. ZAFARI is the creation of animation visionary David Dozoretz and tells the story of a group of friends who inhabit a land where all the resident animals have been magically born with
an amalgamation of varying skins, patterns and characteristics, making each individual truly unique. In our age of mixed races, modern families, bullying of children and more,
ZAFARI teaches that we need not only to tolerate - but to embrace what makes us different. The series follows the adventures of Zoomba - a little elephant with zebra stripes - as he explores and makes sense of the world. ZAFARI concentrates on the themes of inclusivity and friendship, showing kids that everybody is unique in some way and that even if they are different, that is not a bad thing. Also, crucially for us at INK, the show tells a great story, as there’s no point in celebrating diversity in a show that nobody watches. But ZAFARI, in common with all the shows we represent, is a series of tales that really engage and entertain kids;it represents something new and fresh that is different to the formulaic and repetitive content that so often passes for kids entertainment.
Annalisa Woods, Commercial Director at INK Global, talks about the lack of positive messages on diversity in kids entertainment – and how new show Zafari is redressing the balance.
Of course the proof is in the pudding, but ZAFARI has been an instant success. It appears to be resonating really well, pulling in huge audiences across the globe through a raft of broadcasting deals. Partners include Tiny POP (UK and Eire), France TV and TIJI (France), Nat Geo Kids (Latin America), SRC (French-speaking Canada), Spacetoon (MENA), FTV (Czech Republic), YLE and TV2 (Finland), TV2 (Hungary), ANTV (Indonesia), RTL (Netherlands), E.TV (South Africa), English Gem (South Korea), E Junior (UAE), and Cartoon Kids Channel (Vietnam). So, it seems that you can celebrate diversity and have a hit show!
61