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WildBrain and Headstart Become ‘BFFs’

Leading digital kids’ network to manage global YouTube strategy for Australian toy brand.

LONDON -- Digital kids’ network and studio, WildBrain, has been appointed by Headstart International Pty Ltd. to manage the Best Furry Friends, or BFF, toy brand on YouTube. The network will manage existing BFF YouTube channels and advertising, while launching new channels promoting the brand across international territories. The exclusive content is designed to appeal to a key viewership of girls 6-9 years old and 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,” commented Wildbrain’s commercial director, Rachel Taylor. “The brand’s range of collectible 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.”

“We’re really excited to be working with WildBrain on our Best Furry Friends YouTube channel,” added Headstart International CEO, Andrew Hendy. “We have amazing content to share with our fans and WildBrain are the perfect partner to help us grow the brand globally on YouTube.”

The Best Furry Friends are cute animals who love to hang in their super sweet 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 range of colors, sizes and styles. Sold globally, the Best Furry Friends range currently includes collectibles, dolls, playsets and plush, with line extensions coming in the shape of interactive toys and more.

Source: WildBrain