WildBrain Spark & Funrise Toys Align for New Doll Brand


WildBrain Spark has inked a deal with Funrise Toys to support the launch of the collectible doll brand BFF Bright Fairy Friends with a digital-first content strategy.

Per the agreement, WildBrain Spark, together with Funrise Toys, is producing more than 100 minutes of short-form animated and live-action digital content for BFF Bright Fairy Friends on YouTube. The new digital-first content includes 2D-animated episodes, character introductions and toy-play videos that feature a bespoke theme tune created by WildBrain Spark. The animated series has begun rolling out on the BFF Bright Fairy Friends YouTube channel and will be followed by toy play content in the fall.

The new line of products features 12 characters, each with their own four surprise accessories. The fairies each come housed in their own fairy home with bright, motion-activated twinkle lights as well as light-up fairy wings. The BFF dolls are available now in the U.S. online and in stores at Walmart, Target and Amazon. The range will launch in the U.K. and globally with various retail partners beginning this month.

Further, WildBrain Spark is executing a paid media campaign and handling channel management across the global English-language channel. WildBrain Spark will also use its AI tools to inform the Bright Fairy Friends content, distribution and paid media targeting. Unboxing videos of Funrise Toys’ BFF Bright Fairy Friends collectibles have already gained early traction on YouTube since launching in August.

Jon Gisby, executive VP and managing director at WildBrain Spark, said: “We are proud to partner with innovative toy companies as they develop bold digital-first strategies to launch and create demand for their IP, so we’re very excited to be teaming up with Funrise Toys to support their magical new BFF Bright Fairy Friends brand. The content we are creating showcases the brand’s strengths as a fun, dynamic and aspirational property, and we’re sure it will capture the imaginations of kids and families internationally.”

Stephanie Simpson Bughi, VP of global brand marketing at Funrise, said: “We are thrilled to bring the magical world of BFF Bright Fairy Friends to life with engaging and inspiring animated content. We know kids and parents are looking for quality content, and the magical BFF fairies will spark imaginations as they teach kids to shine together as friends.”