Popular pre-school series Boj is making its way to Russia thanks to a new partnership with the territory’s leading licensing agency, Brand4Rent.
The agreement between the licensing agency and Boj creators Pesky will see the brand management company launch a localized Boj channel on YouTube.
This will be followed with a proposed roll-out across Russian free-to-air television and digital latforms culminating in a line of licensed Boj consumer products.
The deal is the latest in a swathe of international developments for the pre-school property and follows recent signings for Boj including El Ocho for pan-Iberia licensing rights and JimJam for pan-EMEA/Russia pay TV rights.
Denis Kulakov, CEO and founder of Brand4Rent, said: “We are inspired by the opportunity to work with Pesky on the launch of the Boj project in Russia.
“Boj is a remarkable kind and funny series with excellent music and songs. We share Boj’s values of friendship, mutual help, family and creativity, themes which resonate with Russian culture and we are confident that Russian children and their parents will love the cartoon.”
David Hodgson, Pesky producer and co-creator of Boj, added: “We have been very impressed with Brand4Rent and share the team’s comprehensive approach to brand development.
“Boj fans the world over are fun-loving, creative and caring and Denis and his team have already started reaching out to the many Russian boys and girls who share these universal values.
“We can’t wait to see what they can continue to make happen for Boj in this very special territory.”