Five billion YouTube views may seem like a lot, but for One Animation it’s just the start for Oddbods.
The YouTube channel pulls in 450 million views a month, a recent Halloween special that has racked up more than 25 million views already, and there are more than 700 episodes of the show in a ton of different formats.
But beyond the stats and bar graphs – which, business development head Robert Spindley reminds us, are on a perpetual upward trajectory – the team says their biggest achievement is the interaction they have with the OddBods fan base – both the kids and their parents.
“It’s so rewarding when we read the comments and emails and messages we receive. It really does inspire our creativity and drives us to do better,” says CEO Sashim Parmanand. “Our content is a great connector and all the feedback we receive makes it all more than worth it.”
On the consumer products front, they launched toys very recently at Target in the US – and while they are remaining tight-lipped about the exact figures, Sashim reveals to us that they’re “very good”.
“Our recent partnerships have been really amazing,” says Anabel Higgin, Marketing Director. The team recently joined forces with a leading parenting site on a series of Oddbods articles explaining how best to interact with and support children – with each character representing a different personality type.
“We want to be more B2C with Oddbods. It’s a wonderful property with a really engaged audience, so wee’ve been doing lots of social listening to bring families the kind of content and partnerships they’re asking for – and you’ll be seeing plenty more of that sort of activity,” adds Anabel. “We have a new partnership with 70 family restaurants across Hungry Horse and Wacky Warehouse and we teamed with YouTube on an Oddbods Halloween takeover for their YouTube Kids app. The
One Animation is even taking to crowdfunding platform Kickstarter to launch a modular Oddbods board game that lets anyone play by upping or lowering the complexity – or simply building out the board as big as you please.
“The designer behind the game is an absolute board game whizz. He really knows his stuff and it shows in the details – even down to the meeples, or playing pieces,” adds Sashim.
The Kickstarter campaign launches just after the Oddbods Halloween activity comes to a close – and is just the start of a number of new partnerships coming in the near future.