Italian football team Juventus has launched an original kids’ animated series on YouTube Kids.
Team Jay is the club’s first foray into cartoons, following the mini adventures of main character Jay the Zebra, Juventus’ official mascot, along with his friends Matteo, Cami, Wushu and Duke.
The show is designed to entertain and engage kids through a series of core values that are regularly demonstrated by Jay and his friends while out on their adventures: bravery, teamwork, perseverance, resilience and courage.
"We've believed in Team Jay since the beginning, which represents for us not only an animated series, but an innovative project, well fitted into a plan of growth and development of our brand,” says Luca Adornato, Head of Marketing at Juventus.
“The main message is the same one that stands out from all our activities aimed at younger audiences: football does not only represent a competition, but also a way to convey important values and to contribute to helping kids to grow, while they learn that teamwork is important to face everyday life challenges. Making Team Jay available also on YouTube Kids is a great opportunity that makes us even more proud about this project."
The launch episode Stripey Horse, above, centers around the theme of being true to oneself. In the episode the spoilt Meena Mine kidnaps Jay, teaching him a lesson that flattery and compliments aren’t always what they appear to be.
Gregory Dray, Director, Head of Kids, Family Entertainment, Education Content & YouTube Kids in EMEA adds: “As the most popular spectator sport in the world, football is an amazing driver of community and excitement for people of all ages. Partnering with Juventus to bring Team Jay to YouTube Kids is such a wonderful opportunity to bring a fresh, educational and compelling show to children and families around the world. We look forward to seeing the response from our global community of football fans.”
Team Jay is the lates move by Juventus to extend its reach beyond the pitch. Last year it renewed an ongoing partnership with licensing agent IMG, adding the US and Canada to previous agreements for Asia, Australia and New Zealand.