Popular kids brand Crayola has launched a new season of its original digital-first animation series Scribble Scrubbie Pets produced by WildBrain Spark. All of their kids-targeted content is available at Crayola Kingdom channel globally managed by WildBrain Spark across YouTube and YouTube Kids.
This month, new seasons of 20 three-minute animation shows and 20 one-minute draw-along episodes have been launched on the channel, with new episodes being released weekly.
The exciting new series is based on the popular Crayola Scribble Scrubbie Pets creative toy range. It was developed to engage kids through the unique elements of animation, real play and drawing. Targeted towards five to eight years old children, the makers aim to bring physical play and entertainment together in order to appeal to generation alpha.
Using WildBrain Spark’s digital-first best practices, data and insights from the first season of the series, the new season brings the most popular characters further into the spotlight, including Makena (the bird), Tuma (the elephant) and Scooter (the dog). This season hones in on the live action arts and crafts elements, an increasingly popular theme on the platform.
“Through the Crayola Kingdom channel, children can build an even stronger emotional connection to the Crayola Scribble Scrubbie Pets characters as they watch them come to life on the screen and learn to draw their favorites,” Crayola president and CEO Rich Wuerthele said.
“This ownable storytelling platform represents a new era of connecting with kids that allows Crayola to learn, engage and delight our #1 consumer target through content that is informed by WildBrain Spark’s insights, YouTube analytics and our own research,” Wuerthele added.
“Our goal was to enter the children’s entertainment space in a way that is modern and fresh. Being Crayola, we already have the brand recognition, and products children love and parents trust. The next step is to continue to meet kids of this generation where they are, on YouTube, and enrich their experience of colorful and digital playtime,” Crayola EVP global product marketing, development & activation Kim Rompilla added.
Talking about the amazing partnership, WildBrain Spark commercial director Rachel Taylor said, “Partnering with Crayola to design and launch its YouTube kids’ strategy has been an exciting journey, creating a channel and programming that bridges the gap between digital entertainment and physical play. Through our own insight tools and YouTube expertise, we are able to take the guesswork out of producing content. The data provides clear indications about what the audience is most likely to watch, which is key to informing our strategy. This latest season of original Crayola content focuses on what kids love most about the first season as it continues to bring the world of Scribble Scrubbie Pets to life for fans”.
Since the launch of Crayola Kingdom at the end of 2020, the channel has surpassed 13.2 million views with over 370,000 hours of time spent watching to date.