{"id":26113,"date":"2023-10-16T08:40:04","date_gmt":"2023-10-16T12:40:04","guid":{"rendered":"https:\/\/dev2.worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/"},"modified":"2023-10-18T08:57:04","modified_gmt":"2023-10-18T12:57:04","slug":"leading-kids-ip-execs-talk-multiplatform-strategies","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/","title":{"rendered":"Leading Kids IP Execs Talk Multiplatform Strategies"},"content":{"rendered":"

Banijay Kids & Family\u2019s Delphine Dumont, Moonbug Entertainment\u2019s Andy Yeatman and Spin Master Entertainment\u2019s Jennifer Dodge took part in a MIPJunior panel yesterday on successful multiplatform IP strategies in conversation with TV Kids<\/em>\u2019 Kristin Brzoznowski.<\/p>\n

The session with Dumont, chief commercial officer at Banijay Kids & Family; Yeatman, managing director for the Americas at Moonbug; and Dodge, president of Spin Master Entertainment, saw the executives weighing in on how to build out successful brands across multiple touchpoints with Brzoznowski, the executive editor at TV Kids<\/em>.<\/p>\n

\u201cOur fundamental philosophy is to meet kids where they are,\u201d Yeatman said. \u201cWe want our content to be wherever kids and families are spending time. We know kids are platform-agnostic, so we try to have our shows be on as many of the major platforms where families are spending time around the world.\u201d<\/p>\n

Most of Moonbug\u2019s shows are on YouTube, Yeatman noted, with a network of hundreds of channels reaching 725 million subscribers. That accessibility is key to Moonbug\u2019s strategy, alongside a presence on the global SVODs and leading local players such as Sky, Super RTL and Gulli. \u201cOur content is on about 150 different channels or platforms or streamers around the world,\u201d Yeatman said, adding that audio is also key to the company.<\/p>\n

\u201cIn a world with increasingly nearly infinite choice on all of these on-demand platforms but limited time, we really think brands matter. Our brands being consistent across those platforms is fundamental to what we\u2019re all about.\u201d<\/p>\n

Dodge runs the entertainment unit of the toy company Spin Master. \u201cFor us, it\u2019s all about building brands and franchises and taking a franchise-management approach to how we look at each individual property or piece of IP and making content for every size screen, every platform imaginable.\u201d<\/p>\n

At Banijay Kids & Family, Dumont noted the challenges around commissioners and buyers wanting exclusive rights. \u201cWe have to find common ground and ensure we retain as much as we can to then exploit it successfully on digital platforms. Retaining the rights is a big issue.\u201d<\/p>\n

She continued, \u201cYou need to make sure you grab the audience. You have to have a long-term strategy and work out a launch plan\u2014digital, social media, marketing, brand, distribution\u2014territory by territory. You won\u2019t have success everywhere at the same speed.\u201d<\/p>\n

Dodge agreed that taking a long-term approach is paramount. \u201cDepending on what our main platform is, we might start with a social campaign or gaming or YouTube, or we can launch with a big global partner and then stagger other areas from there. Especially in streaming, where you\u2019re dropping a season, it\u2019s important to have a strategy that keeps your properties and characters in audiences\u2019 minds. That long-term planning is more important than ever.\u201d<\/p>\n

For kids\u2019 properties, it\u2019s \u201cless about a big launch and more about building over time,\u201d Yeatman noted.<\/p>\n

In preschool, in particular, Dodge noted the importance of building trust with parents and caregivers.<\/p>\n

On when to extend a show into gaming and L&M, Dodge said those decisions need to be based on brand awareness and affinity rather than a hard and fast schedule. Yeatman agreed, noting that a 20 to 30 percent affinity level is a good target.<\/p>\n

\u201cIt depends on if it\u2019s a brand-new show or a heritage brand,\u201d Dumont added. And when it comes to digital extensions, \u201cit\u2019s about how you create content without killing the high-end production you\u2019re doing. We are looking at how to do brand extensions to close the gap between season launches.\u201d<\/p>\n

Digital and social media platforms are crucial in brand-building, Yeatman said. Instagram and Facebook allow the company to reach parents and caregivers, and the company is also making content for TikTok.<\/p>\n

And gaming platforms like Roblox are also key to rollout strategies, especially among viewers 6-plus. Dodge pointed to virtual screenings and in-game partnerships ahead of show launches, which can also help inform which characters are popping with audiences.<\/p>\n

\u201cWe\u2019ve been very cautious because most of our IPs are preschool,\u201d said Yeatman. \u201cWe\u2019re getting more aggressive. There are a ton of UGC Blippi<\/em> games on Roblox, so we see the demand. We\u2019re leaning in a little more. We just launched a games division this year. Next year, we have more planned in terms of self-published mobile experiences, educational experiences and games launching on some of the bigger platforms.\u201d<\/p>\n

Dumont said Banijay Kids & Family is actively pursuing metaverse partnerships as part of promotional efforts and market testing. \u201cWe also want to be aware of making sure we protect our brands. We can\u2019t let our characters be used in a sinister way. We are looking more to partner with existing parties in this space.\u201d<\/p>\n

On the challenges in the L&M space, Dodge cited the macroeconomic headwinds, leading the company to look at its entry-level price points. \u201cRetailers want to have a robust selection of those entry-level price points so that kids can come in and enjoy the brand.\u201d<\/p>\n

There have also been post-Covid shifts now that kids are spending less time at home. The upshot is that \u201ccharacter-driven IP is the shining star right now, especially in preschool. Kids and caregivers still want to connect with characters. But there are challenges as well.\u201d<\/p>\n

Moonbug, too, has been focusing on entry-level price points in its partnerships with licensees. \u201cAlso rationalizing SKUs and focusing on the most productive ones,\u201d Yeatman said.<\/p>\n

The market is risk-averse, Dumont noted, so having heritage brands helps.<\/p>\n","protected":false},"excerpt":{"rendered":"

Banijay Kids & Family\u2019s Delphine Dumont, Moonbug Entertainment\u2019s Andy Yeatman and Spin Master Entertainment\u2019s Jennifer Dodge took part in a MIPJunior panel yesterday on successful multiplatform IP strategies in conversation with TV Kids\u2019 Kristin Brzoznowski.<\/p>\n","protected":false},"author":290,"featured_media":26114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[2757,6621,7294,8585,4888,3978],"class_list":["post-26113","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-andy-yeatman","tag-banijay-kids-family","tag-delphine-dumont","tag-jennifer-dodge","tag-moonbug-entertainment","tag-spin-master-entertainment","pmpro-has-access"],"yoast_head":"\nLeading Kids IP Execs Talk Multiplatform Strategies - TVKIDS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leading Kids IP Execs Talk Multiplatform Strategies - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"Banijay Kids & Family\u2019s Delphine Dumont, Moonbug Entertainment\u2019s Andy Yeatman and Spin Master Entertainment\u2019s Jennifer Dodge took part in a MIPJunior panel yesterday on successful multiplatform IP strategies in conversation with TV Kids\u2019 Kristin Brzoznowski.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-16T12:40:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-18T12:57:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2023\/10\/MultiplatformIPStrategy-MIPJunior-1023.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/\",\"name\":\"Leading Kids IP Execs Talk Multiplatform Strategies - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2023-10-16T12:40:04+00:00\",\"dateModified\":\"2023-10-18T12:57:04+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/leading-kids-ip-execs-talk-multiplatform-strategies\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Leading Kids IP Execs Talk Multiplatform Strategies\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/\",\"name\":\"TVKIDS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvkids\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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