With more kids spending time online than watching TV, Pineapple Squared is launching a new boy brand on the internet to grab a share of the audience.
Orsum Island is an adventure programme aimed at boys aged between seven and 11 and it will launch interactively through gaming on the web and TV, with the first 13 episodes completed for summer 2008.
The action takes place on a mysterious island where two rival powers vie for control. Kodi is the central character who finds himself stranded; he can’t remember where he came from but he knows he must escape.
According to Michele Fabian-Jones, producer at Pineapple Squared, the property works on classic themes which represent what young audiences want to be watching and interacting with.
“We believe that Orsum Island is a reaction to the political correctness that young people find in almost every part of their lives,” she said. “They can’t play out, they can’t do this, they can’t do that. They have no control over their lives except online and that’s where they can be in charge in scenarios like Orsum Island.”
Fabian-Jones is confident that the property has huge potential in terms of broadcast across all platforms including IMAX and licensing, especially toys.
“The website through its audience build creates brand awareness and encourages brand loyalty, but we are basically taking a studio approach when it comes to broadcast partners. This will be a strategic decision based on whichever one we believe is the right fit for the property.
“We are treating Orsum Island like a classic FMCG and we have done our research first of all to find our audience and then adjusted the property to suit that audience,” Fabian-Jones continued.
Bulldog Licensing is handling the rights for Orsum Island.