Malaysia’s Astro Licenses Super BOOMi

Malaysia’s Astro has picked up the exclusive rights to broadcast Up Studios’ Super BOOMi across its TV and digital platforms, as well as lead on toy licensing and merchandising in the territory.

“At Astro, we are deeply committed to offering content that entertains and enriches our younger audiences,” said Putri Yasmin Megat Zaharuddin, VP of Astro’s GenNext business. “That’s why we’re thrilled to welcome a leading international animation series, Super BOOMi, as part of the Astro lineup and introduce Malaysian viewers to this IP at our flagship Hello Putrajaya event, where families will have plenty of opportunities to engage with the brand. Super BOOMi has already captured hearts across Asia, and we’re confident that this vibrant character and his imaginative world will inspire, entertain and enrich young minds here in Malaysia.”

Super BOOMi centers on the tech genius bear BOOMi and tells stories about computer coding and AI, aiming to inspire kids to use technology as a creative tool. It was created by Trevor Lai, founder of Up Studios, with investment from Tencent Video. The show launched in Hong Kong on VIU TV this year.

The series is represented by Vision Plus Entertainment, the rights management and distribution arm of Vision New Media.

“Astro is the perfect partner for Up Studios and Vision Plus Entertainment,” said Min Lim, CEO of Vision New Media. “Its huge reach and long-standing commitment to providing the best kids’ viewing experience, where children can learn, play and grow with confidence, makes it an ideal home for Super BOOMi. When you add in its ability to develop brands in a meaningful way and engage directly with families at a range of major events such as its popular ‘Home of Kids,’ there really was no other company for us to work with!”

Lai added, “This amazing new deal demonstrates just why we partnered with Vision Plus Entertainment for the region. We knew that Min and the team would find us the best possible TV and licensing opportunities in Malaysia, and with Astro, they have helped ensure the Super BOOMi universe is in good hands as we continue to grow across Southeast Asia. We look forward to bringing BOOMi to millions of new fans in this new phase of growth for the franchise.”