TVKIDS
Grizzy & the Lemmings has been a breakout multiplatform hit for HARI. The French studio has been steadily expanding the footprint of the endearing dialogue-free animated comedy across broadcasters and SVOD platforms while scaling the brand’s significant YouTube presence. With the CGI preschool spin-off Baby Lemmings greenlit (with France Télévisions and Warner Bros. Discovery on board), HARI is focused on an IP-building mindset across its boutique portfolio, which includes Mystery Lane and the upcoming The Weasy Family. The studio’s head of distribution, Sophie “Kido” Prigent, talks to TV Kids Weekly about how the company is approaching building multiplatform brands in a fragmented landscape.
TV KIDS: 2024 was a challenging year; what significant developments impacted your business?
PRIGENT: Last year, like the year before, acquisitions and commissions tended to be relatively static. For example, some major platforms shifted their focus to growing their general entertainment businesses. The U.S.-based linear channels bought a lot less, and the overall impact contributed to an already slow market.
Large franchises with global fan bases are still the most sought-after, dominating the schedules and reducing the financing for original content. But, at the same time, we’ve been able to focus on our growth strategy, getting the wheels in motion for expansion through L&M, YouTube and FAST. Despite the challenges, our business continues to evolve. And that’s exciting.
TV KIDS: How do you see those shifts affecting your kids’ distribution and production business in 2025?
PRIGENT: We are very focused on building on the success of existing IPs. HARI continues to grow. For that, we feel fortunate. The market requirement for big franchises positions shows such as Grizzy & the Lemmings well, so we’ll prioritize their expansion and focus on the sales of previous seasons, providing a high volume of established and popular series.
Our core expertise lies in creating original series and growing these into franchises. Grizzy & the Lemmings is a great example, and Mystery Lane is well on its way. We are confident that our future IPs, such as The Weasy Family, will follow a similar path, even if it takes longer in today’s market. Content is king, and we use our established franchises as flagships to drive the development of new properties with equal potential.
TV KIDS: What growth opportunities are you pursuing this year?
PRIGENT: We now have a nonexclusive deal with Netflix for Grizzy & the Lemmings, which allows us to find more homes for the show worldwide. For the U.S. specifically, this flexibility enables us to expand Grizzy’s exposure on nontraditional and digital platforms, reaching kids on a massive scale.
We have big plans for L&M, with Grizzy breaking into fashion and apparel. It’s the perfect time to grow this side of the business. We’ve kicked this off in France with partners such as KFC and Hachette Publishing.
TV KIDS: How are funding models changing amid the disruption happening in the marketplace?
PRIGENT: Public-service broadcasters remain very supportive of the kids’ industry, and their commitment has been consistent despite market disruptions. In addition, our initial commercial partners are now established homes of IPs such as Grizzy & the Lemmings, benefiting from its success and growth. It’s a virtuous circle, as their support helps us sustain and expand the franchise, maintaining momentum in a shifting funding landscape.
In addition, it’s increasingly important for kids’ IP owners to establish additional revenue streams, with licensing and merchandising playing a crucial role in franchise growth. This requires mass exposure, making YouTube a key platform. And while platforms offering FAST channels aren’t acquiring as many kids’ channels as they once did, they represent opportunities for exposure and revenue in this evolving landscape.
TV KIDS: Given the many options kids have for entertainment, how are you addressing the challenge of discovery?
PRIGENT: Linear broadcasters and SVOD players remain essential to the discovery of a show. Their unparalleled expertise in selecting, nurturing and programming content, coupled with their extensive reach into households, ensures that new series connect with broad audiences. Additionally, parents trust these platforms to provide high-quality, age-appropriate content, making them a cornerstone for building lasting audience relationships.
At the same time, kids are increasingly watching their most loved series on connected TVs, making FAST channels and YouTube critical in growing brand exposure and loyalty. It’s always about being where kids and families are. Licensing deals with their favorite retailers and restaurants will help discovery and build brand affinity. Social media platforms such as TikTok and Instagram are key for engaging with kids and parents.
What’s most important today is delivering across a complementary mix of media. Developing and executing a multiplatform, multi-window, multi-device and multi-location presence ensures we meet audiences wherever they are and creates deeper and longer-lasting connections.
TV KIDS: What other trends will shape the kids’ content sector in 2025?
PRIGENT: I expect the popularity of social gaming to increase with more platforms emerging. The industry’s preference toward big franchises will likely mean we see more big consumer product partnerships with key retailers and entertainment outlets. While some things change, some stay the same. Kids will continue to be a most discerning audience, craving quality content that makes them laugh and that they can relate to.
