ON Kids & Family appoints bRAND-WARD to build Petronix Defenders brand

European studio ON kids & family, part of Mediawan, has appointed kids IP consultancy bRAND-WARD to develop a UK licensing programme for comedy-animation adventure series Petronix Defenders. 
The 52 x 13′ series is aimed at children from 4 to 7 years old. It is produced in association with the M6 Group (Gulli and M6Kid) and Super RTL, in partnership with the Chinese toy manufacturer and global media group Alpha, the segment leader in the Chinese market, and one of the main players in the toy market worldwide.

When the world’s wild animals are in danger, a team of young superheroes rush to their rescue: their backpacks are transformed into small animals equipped with incredible technology, and together they set off on ever more daring missions to help them.

The series’ environmental values and the empathy created by the characters address the current concerns of young audiences and their parents.

In addition to bRAND-WARD Services, ON kids & family is setting up an international network of experienced licensing agents: Gulli (France), Super RTL (Germany, Benelux and GAS), Planeta Junior (Spain, Portugal, Italy, Eastern and Central Europe), Megalicense (Russia, Ukraine), Lotus Global (Brazil and Latam), and Plus Licens (Nordic countries).

In the UK, Tiny Pop will be the free to air broadcast partner.

“Our L&M strategy is based on major exposure of the series on the best free TV broadcasters, to ensure our partner Alpha the best possible visibility from the beginning of the broadcasts,” says Erick Rouillé, SVP co-productions, Business Development, Licensing & Merchandising. “Our series is generating an enthusiastic response from our broadcast and licensee partners who are convinced of the project’s potential. Alpha will also be launching its toy line worldwide, outside of China, for Christmas 2023. Our organisation also relies on the strong local involvement of agents to whom we have chosen to entrust the exploitation of the brand in many territories.”

Jean-Philippe Randisi, co-founder of bRAND-WARD, adds: “ A superb series, featuring engaging characters, fantastic toys and a very compelling message, Petronix Defenders will take the world by storm in 2023 and beyond. We are proud to be able to join forces with ON Kids & Family to make this series a success in the UK.”

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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