WildBrain Spark and Funrise Toys team up on digital-first content strategy for BFF Bright Fairy Friends launch

More than 100 minutes of animated and live action content now rolling out on YouTube produced by WildBrain Spark’s digital studio

Written by Georgie Dobie

Posted 03.09.2020 | Toys

WildBrain Spark and Funrise Toys team up on digital-first content strategy for BFF Bright Fairy Friends launch thumbnail

WildBrain Spark, the kids and family AVOD network and studio, has inked a deal with Funrise Toys to support the launch of the collectable doll brand BFF Bright Fairy Friends with a digital-first content strategy. With Funrise Toys, WildBrain Spark is producing more than 100 minutes of short-form animated and live action digital content for the brand on YouTube, with new episodes of the original series posting weekly on the BFF Bright Fairy Friends official YouTube channel.

WildBrain Spark is also executing a paid media campaign and handling channel management across the global English-language channel, which has already received over 1.4 million views and 1.6 million minutes of watch time. WildBrain Spark will also utilise its AI tools to inform the Bright Fairy Friends content, distribution and paid media targeting. 

Unboxing videos of Funrise Toys’ BFF Bright Fairy Friends collectibles have already gained early traction on YouTube since launching in early August 2020. BFF Bright Fairy Friends existing videos have been viewed over one million times.

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.”

“We are thrilled to bring the magical world of BFF Bright Fairy Friends to life with engaging and inspiring animated content,” said Stephanie Simpson Bughi, vice president global brand marketing at Funrise. “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. The colourful fairies each come housed in their very own fairy home with bright, 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.

WildBrain Spark is part of WildBrain, one of the world’s largest independent kids and family entertainment companies.

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