King Features Syndicate has detailed a new agreement with Wildbrain, the digital kids’ network and studio, to manage and produce original Popeye content on YouTube.
The agreement will introduce the first original Popeye content in over ten years, forming the foundation for a reimagination of the brand leading into its 90 anniversary in 2019.
WildBrain will work closely with King Features to enhance existing programming on the channel while creating new animation in the popular squash and stretch animation style.
WildBrain will also assume worldwide management of the Popeye and Friends Official YouTube Channel to grow the character’s audience across the platform. The digital studio will begin by producing new compliations of cartoon favourites including Classic Popeye, Popeye and Son, and The Continuing Adventures of Popeye.
“Popeye is a truly iconic character with fans that span generations,” said CJ Kettler, president, King Features. “We are looking forward to expanding Popeye’s presence on YouTube with WildBrain as our partner and reaching new audiences in the process.
“WildBrain has the secret sauce that will help Popeye connect with his audience of millions around the world, while growing his fan base exponentially through fresh new animation as we head into his anniversary year.”
Jo Parkinson, head of operations at WildBrain, added: “Such an iconic brand as Popeye is a wonderful addition to the WildBrain network. WildBrain is delighted to build on King Feature’s global brand programme for Popeye, using our expertise in developing, launching and managing digital content and channels on YouTube, which is an ideal platform for connecting with today’s fans and growing brands worldwide.”
The WildBrain collaboration comes on the heels of Popeye’s newly redesigned brand logo and packaging, a fresh website and a new YouTube channel, which has amplified Popeye’s social media with over 3.2 million minutes of content viewed in the last month.
The studio specialises in the creation of new, original content for its network such as animated and live-action shorts; toy-play and stop-motion videos, book readings; pre-school counting and alphabet videos, nursery rhymes and more.