WildBrain Spark Launches More Scribble Scrubbie Pets

Crayola has launched a new season of its original, digital-first Scribble Scrubbie Pets series, produced by WildBrain Spark.

The new season of 20 3-minute animations and 20 1-minute draw-along episodes launched on the Crayola Kingdom YouTube channel this month, with new episodes released weekly. Based on the Crayola Scribble Scrubbie Pets creative toy range, the content is designed to appeal to children 5 to 8 years old.​​

The Crayola Kingdom channel is managed globally by WildBrain Spark across YouTube and YouTube Kids and is home to the Scribble Scrubbie Pets series and all Crayola kid-targeted content.

Since the launch of Crayola Kingdom at the end of 2020, the channel has surpassed 13.2 million views with over 370,000 hours of time spent watching to date.

“Through the Crayola Kingdom channel, children can build an even stronger emotional connection to the Crayola Scribble Scrubbie Pets characters as they watch them come to life on the screen and learn to draw their favorites,” said Rich Wuerthele, president and CEO of Crayola. “This ownable storytelling platform represents a new era of connecting with kids that allows Crayola to learn, engage and delight our number one consumer target through content that is informed by WildBrain Spark’s insights, YouTube analytics and our own research.”

Rachel Taylor, commercial director at WildBrain Spark, added, “Partnering with Crayola to design and launch its YouTube kids’ strategy has been an exciting journey, creating a channel and programming that bridges the gap between digital entertainment and physical play. Through our own insight tools and YouTube expertise, we are able to take the guesswork out of producing content. The data provides clear indications about what the audience is most likely to watch, which is key to informing our strategy. This latest season of original Crayola content focuses on what kids love most about the first season as it continues to bring the world of Scribble Scrubbie Pets to life for fans.”

Kim Rompilla, executive VP of global product marketing, development and activation at Crayola, said, “Our goal was to enter the children’s entertainment space in a way that is modern and fresh. Being Crayola, we already have the brand recognition and products children love and parents trust. The next step is to continue to meet kids of this generation where they are, on YouTube, and enrich their experience of colorful and digital playtime.”