Tooning into eBooks, Online Games & More

Toonzone Studios has been building out its brands with strong merchandising programs and multiplatform extensions, including eBooks and online games.

The Los Angeles-based Toonzone Studios is an independent, boutique outfit that puts a premium on creativity. "All of our IPs have a very strong creative team behind them," says Konnie Kwak, Toonzone’s CEO. "We really focus on the story; once we have locked down what the story is, then we bring in the best creative team to materialize our concept."

Action Dad is premiering in France on Canal+ Family and TéléTOON in 2012 and 2013, respectively. YooHoo & Friends is making its debut in 2012 with Cartoon Network in Latin America, ABC in Australia and CSC Media Group’s POP channel in the U.K.

Ahead of the series launch, YooHoo & Friends has established a strong brand presence through its merchandising. "The plush toys from the series are doing about $160 million worldwide sales internationally, mostly sold in specialty stores in the U.S. and the U.K.," explains Kwak. "How we’re rolling this out is, we want the creative to lead the way. Even though kids love the plush, it’s really about the show and the characters. It’s also about getting great broadcasters and great partners on board."

Digital extensions are another way Toonzone is boosting the presence of its brands. "For multimedia, we’re establishing a great website for YooHoo & Friends," says Kwak. "The company that created our website produced the Lego Nautilus site. Because of their strong background of how to engage with kids, [we tapped them to do] the same thing with YooHoo & Friends." Also, Toonzone recently launched its first YooHoo eBook through the iTunes Store and its first online game for the brand, at yoohooworldwide.com.

"There are other ancillaries and media to point to the brand," Kwak continues. "It’s not just a television show, it’s not just the plush, it’s not just the book, it’s not just the website. It is a true transmedia project."

Kwak acknowledges that it’s challenging for an independent to be able deliver such high-quality product on a budget. She says Toonzone often looks to team up with experienced partners to share the costs. "Our co-production partner isn’t somebody who has the money, or somebody who just says they can do things, but really has many many years of experience in production," Kwak notes. "For us, we don’t want to have to worry if they are going to deliver high-quality shows. It’s really important that we don’t have to worry! And my background is in production for more than a decade, so I really look at if they deliver on a timely basis and if they’ve ever done anything with animation and not just in commercial."

The company also looks to ease the cost burden by taking advantage of credits and subsidies offered in the regions it has offices in. Kwak explains, "Toonzone has a studio in L.A., where we do a lot of our creative. We have a studio in Vancouver, where we tap into the great talent up there. It’s not just being creative on your IP, but about financing and putting it together; that’s where we utilize the other side of our creativity."