By Gavin Boyle
Moonbug brands like COCOMELON and BLIPPI continue to dominate children’s content, and the company has no plans to slow down as it expands from television to product lines and different forms of media.
“What is so special about being here is that it’s really about being so focused on our audience, being keen on what they care about,” said Katelynn Heil, head of brand marketing and franchise strategy at Moonbug. “Not only do we see what they gravitate towards in terms of what why view, but caregivers tell us that they want to be with a brand that grows with their child. You’re starting with us in nursery rhymes and growing towards preschool readiness. How do we think about that more intentionally, and how do we also think about consumer products? That’s something that all of us in this room are super excited about.”
Looking to expand its products beyond TV shows, Moonbug has recently embarked on partnerships with brands like Build-A-Bear and also has plans for a BLIPPI video game and COCOMELON movie.
“Consumer products are instrumental to how we engage with fans, as more and more families want to bing the Moonbug stories and characters they love into their daily live,” Moonbug CEO Rene Rechtman said in May of 2024.
Not everything the company is promoting comes from Moonbug itself, however. Last summer, the company began offering ad service for brands hoping to embed their products into kids favorite shows.
Related: COCOMELON Parent Company Expands into Consumer Products
“Built on Moonbug’s blockbuster IP and trusted relationships with millions of families, this new offering combines creative strategy, production, media placement, and distribution under one roof – giving partners a streamlined way to engage with parents and kids through brand-safe, story-led, and measurable campaigns,” the company explained when Moonbug Partner Solutions was first launched.
“Moonbug didn’t just create hit kids’ shows – it built a trusted way for brands to reach today’s families,” the company added. “From retail and CPG to travel and tech, partners are already working with Moonbug to make content that first naturally into family life.”
Nowadays, more and more brands are seeking to market directly to children through the avenues they engage with the most. For example, rather than trying a unique marketing strategy, many media companies now promote their upcoming projects through established means, such as the video games Fortnite or Minecraft.
This strategy was so effective for Disney that it eventually purchased a $1.5 billion stake in Fortnite’s developer, Epic Games, to cement their partnership, and earlier this year, it premiered the first two episodes of its Disney+ series TALES OF THE UNDERWORLD through the game.
It is clear that in today’s world, brands are more powerful than ever, and companies like Moonbug are taking the opportunity to expand their reach, rather than staying in the lane they first found success through.
Read Next: Are Video Games the Best Marketers for Big Brands?
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