Serious Kids Picks Up What’s In Your Bag?

Serious Kids has signed a worldwide deal with Gold Wala to represent its new live-action preschool show What’s In Your Bag?

The BBC commission is based on Gold Wala’s original production What’s On Your Head?, which was awarded the Japan Prize for best work in the preschool category in 2021. What’s In Your Bag? premiered on CBeebies in April, becoming the highest-rated live-action series of its launch week.

Serious Kids acquired the rights to both series, which are narrated by Nadiya Hussain (The Great British Bake Off), with music by legendary music duo Basement Jaxx, as well as rights to both the original formats.

“This is the type of aspirational, mind-expanding show I would have loved as a young child and was sadly only offered two possible future roles at school from a small card index. I won’t tell you which ones!” said Genevieve Dexter, CEO of Serious Kids.

Faraz Osman, CEO of Gold Wala, said: “We couldn’t be more thrilled to be working with Serious Kids to help bring What’s In Your Bag? and What’s On Your Head? to an even wider audience of curious little learners. This show is one of the most creatively rewarding, culturally positive and laugh-out-loud funny projects that the team at Gold Wala has created. We know that kids around the world are going to love it!”