WildBrain gains new BFF with Headstart

Australian toy firm Headstart taps WildBrain to lead global YouTube strategy for its Best Furry Friends brand

Written by Rhys Thomas

Posted 09.07.2019 | Toys

WildBrain gains new BFF with Headstart thumbnail

WildBrain has been appointed by Headstart International to manage the YouTube strategy for its Best Furry Friends toy brand – known as BFF.

Exclusive content designed to delight the key audience of girls aged six to nine will be rolled out on the platform by WildBrain, which will manage existing BFF channels on YouTube, launch new channels for the brand across international territories and manage advertising on the channels.

BFF content under WildBrain management includes 13 x 11-minute 3D CGI-animated episodes, 13 x11-minute unboxing videos, 6 x 12-minute toy-play videos, and 6 x 12-minute stop-motion videos.

“As we continue to expand the offering of third-party kids’ brands on WildBrain, we are delighted to be teaming up with Headstart’s BFF, an ideal toy property to feature across our YouTube network,” says Rachel Taylor, Commercial Director, WildBrain.  

“The brand’s range of collectable toys with cute, distinctive characters lends itself perfectly to both animated and live-action videos, allowing kids to immerse themselves in a world of play and imagination. We look forward to working with Headstart to grow the global audience for BFF.”

The Best Furry Friends are cute fashionista animals who love to hang in their fashion bags with the Besties, six girls who always keep their furry friends close. In addition to the six Bestie dolls, kids can collect over 60 variations of BFF and fashion bags in a variety of styles, along with playsets and plush, with line extensions coming in the shape of interactive toys and more.


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