Think of big, colourful pre-school series, renowned for longevity and success, and it’s almost certain you’ll hit upon one of DHX Media’s brands. From recent success story Twirlywoos and established favourite In the Night Garden to global icon Teletubbies, DHX Brands has cornered the market in bold, ground-breaking TV series which make learning fun for tiny viewers.
While similar in pedigree and developmental benefits, each brand has a unique positioning. Teletubbies was developed for the youngest children (6 months – 3 years) and is the ‘My First’ character brand that children connect with. In the Night Garden is aimed at a slightly older audience (1 – 3), using soothing repetitions to calm and reassure. While Twirlywoos targets older preschoolers (2 – 5), using humour and schemas to help build confidence in learning.
In Australia, DHX Brands content is placed with the territory’s strongest kids platform – ABC – where their properties flourish on screen and on the catch up service iView where they are regularly in the Top 10 programs. TV premieres are followed up with DVD releases and viewers can engage with their favourite characters off the big screen. DHX Brands has launched six Teletubbies apps on the market, with Dancing Laa-Laa recently topping the charts. And P2 Games are refreshing their popular In the Night Garden App, with a host of activities to celebrate the brand’s tenth anniversary.
The licensing agent for all three properties in Australia is Haven who are able to leverage DHX Brands as a quality licensor to tailor specific offers to all types of retailers. This has borne fruit with Teletubbies consumer products launch in Spring 2016, distributed by Big Balloon and Twirlywoos launching in Summer 2016, distributed by Jasnor. Both brands now have toys and publishing at retail, with secondary categories to follow. In late 2017, In the Night Garden will extend its well-established range to target the younger end of the market – babies and infants 0-18 months.
Live Events is also an area of growth. Fierylight has been signed as the Teletubbies live show licensee in the UK, with a show expected to debut in late 2017, followed by international roll out including in Australia. And DHX Brands is looking to replicate the incredible success of In the Night Garden’s UK stage show (eight years and counting) in Australia, this is in addition to the non-ticketed activity with Show Time.
Rover Communications are on board to provide marketing support for Twirlywoos and Teletubbies. For Twirlywoos they drove a dedicated pre-Christmas campaign, which saw high profile TV placements and major coverage with Mummy bloggers and parenting sites. They will now support Teletubbies through its 20th anniversary in March 2017, targeting key online, TV and national publications and hosting VIP events along the theme of ‘Big Hugs!’
For brand extension opportunities contact Sapienza at Haven
Phone: 02 9357 9804