Headstart taps WildBrain to manage Best Furry Friends toy brand on YouTube

The 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.

Under the deal, WildBrain will employ its expertise in content and channel management on YouTube to grow the global audience for BFF with exclusive content designed for its viewership of girls aged six to nine years old.

WildBrain will manage existing BFF channels on YouTube and also launch new channels for the brand across international territories and manage advertising on the channels. BFF content under WildBrain management 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,” said Rachel Taylor, commercial director, WildBrain.

“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.”

Andrew Hendy, CEO of Headstart International, added: “We’re really excited to be working with WildBrain on our Best Furry Friends YouTube channel. 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 fashionista animals who hang in their accompanying fashion bags with the Besties, six girls who 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 colours, sizes and styles.

Sold globally, the Best Furry Friends range currently includes collectibles, dolls, play-sets and plush, with line extensions coming in the shape of interactive toys and more.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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