WildBrain to Manage Headstart’s Best Furry Friends on YouTube


Headstart International appointed WildBrain to manage the Best Furry Friends (BFF) toy brand on YouTube.


WildBrain will help grow the global audience for BFF with exclusive content designed to appeal to a target audience of girls ages 6–9.


WildBrain will manage existing BFF channels on YouTube as well as launch new channels for the brand across international territories. It will also manage advertising on the channels. BFF content under WildBrain management includes 13 x 11-minute 3-D CGI-animated episodes, 13 x 11-minute unboxing videos, six 12-minute toy-play videos, and six 12-minute stop-motion videos.


“As we continue to expand the offering of third-party kids’ brands on WildBrain, we are delighted to be teaming up with Headstart’s BFF, an ideal toy property to feature across our YouTube network,” said Rachel Taylor, commercial director, WildBrain. “The brand’s range of collectible toys with cute, distinctive characters lends itself perfectly to both animated and live-action videos, allowing kids to immerse themselves in a world of play and imagination. We look forward to working with Headstart to grow the global audience for BFF.”


“We’re really excited to be working with WildBrain on our Best Furry Friends YouTube channel,” said Andrew Hendy, CEO of Headstart International. “We have amazing content to share with our fans and WildBrain are the perfect partner to help us grow the brand globally on YouTube.”


The BFFs are animal fashionistas who love to hang in their fashion bags with the Besties, six girls who always keep their furry friends close. In addition to the six Bestie dolls, kids can collect more than 60 variations of BFFs and fashion bags in a range of colors, sizes, and styles. Sold globally, the BFFs range currently includes collectibles, dolls, playsets and plush, with line extensions coming in the shape of interactive toys and more.