Top global licensor The Emoji Company GmbH and WildBrain together are launching a new digital-first series, Emojitown, and consumer products extension of the emoji brand. As part of this partnership, WildBrain’s AVOD network and digital studio WildBrain Spark and The Emoji Company will co-develop and co-produce Emojitown which is aimed at teens and young adults.
WildBrain Spark, which holds exclusive global distribution rights to the new series, will premiere Emojitown on YouTube with a dedicated channel launching at the end of May, when viewers will be able to access the first four episodes of the fast-paced, language-agnostic show, followed by additional episodes rolling out weekly. WildBrain Spark and The Emoji Company have created Emojitown for AVOD audiences and are rolling out digital marketing, paid media campaigns and dedicated social media strategies to support the series. WildBrain Spark will also exclusively handle branded content opportunities and advertising sales for Emojitown on YouTube.
Additionally, WildBrain’s licensing agency, WildBrain CPLG, will handle worldwide licensing and merchandising rights for Emojitown, building on the agency’s program for the Emoji brand across the U.K., Europe, the Middle East, and other territories. WildBrain CPLG will work with Emoji Company and licensees to develop emojitown products across key categories for teens and young adults.
“This is a significant development for the Emoji brand, bringing our globally recognizable icons into the digital-content space,” said Marco Huesges, Founder and CEO of Emoji Company. “With their preeminent reputation on digital platforms, including YouTube, and their deep understanding of licensing and brand amplification, WildBrain Spark and WildBrain CPLG are the ideal collaborators for our push into new content creation and consumer products for the teen and young-adult audience. Together we will take this hugely exciting step in the evolution of Emoji.”
Maarten Weck, EVP & MD of WildBrain CPLG, added, “Building on our strong relationship with The Emoji Company, this expanded partnership combines the strengths of the much-loved Emoji brand with our creative and collaborative capabilities across consumer products licensing, digital-content production, and AVOD management.”
“With its universal appeal, the Emoji brand is ideal for the creation of an animated digital-first content offering, and our creative team has produced a funny, wry and edgy series, underpinned by bespoke data and insights drawn from our premium YouTube network,” said Rachel Taylor, Commercial Director of WildBrain Spark. “We’re delighted that The Emoji Company saw us as the right partner to co-develop and launch this extension of its brand for today’s digital-savvy audience of modern teens.”