Licensing News

Nelvana Targets GenZ Fans with Max & Ruby Collection

Max & Ruby Remix Collection Nelvana

Corus Entertainment’s Nelvana is looking to reach millennial and GenZ fans of Max & Ruby via a new licensed apparel line from Juniper Creates.

The Max & Ruby Remix Collection consists of tops, overalls, oversized fashion earrings, and a Max & Ruby blanket sweater.

“Millennials and Gen Zs all over the world have fond memories of watching Max & Ruby as preschoolers,” said head of Nelvana Enterprises Mellany Masterson. “Tapping into the power of nostalgia and drawing insights from the viral success we’ve had on TikTok, this new collection captures the playfulness and fun of Max & Ruby.”

Max & Ruby is a preschool series centered around the titular brother-and-sister bunny duo, based on the books by Rosemary Wells. The show was featured in multiple TikTok trends in the past 18 months, including a remix dance, classic cake makes, and theme song origins. The hashtag #maxandruby has been used over 127 million times on the app.

“We’re delighted to continue our partnership with Nelvana, this time with the Max & Ruby franchise as it nears its 20th broadcast anniversary in May 2022. The team is developing exclusive and limited-edition merchandise that ties into the nostalgia of the IP appealing to broad audiences that grew up watching this brother and sister bunny duo,” said Shawn Curtis, director of partnerships at Juniper Creates. “We’ll bring the Max & Ruby Remix Collection to market, leveraging our full supply-chain and technology platform – manufacturing and fulfilling orders globally via a dedicated Direct to Consumer storefront,”