emoji® teams with WildBrain on new emojitown® initiative

WildBrain Spark to manage new digital-first animated series, while WildBrain CPLG will build global CP programme for the brand extension.

The emoji company and WildBrain have forged a content and licensing partnership to launch emojitown® – a new digital-first series and consumer products extension of the emoji® brand.

Under the partnership, AVOD network and digital studio, WildBrain Spark, has teamed up with emoji company to co-develop and co-produce emojitown®, a 52×2’ 2D series, which is targeted at teens and young adults.

emojitown® – a place not unlike a lot of other modern day urban towns, except everyone has an emoji icon for a head – will premiere on YouTube with a dedicated channel launching at the end of May, when viewers will be able to check out the first four episodes of the fast paced, language agnostic show, followed by additional episodes rolling out weekly.

The launch of the series will be supported with digital marketing, paid-media campaigns and dedicated social media strategies.

In addition, WildBrain CPLG will handle worldwide licensing and merchandising rights for emojitown. This will further build on the agency’s successful programme for the emoji brand across the UK, 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 recognisable icons into the digital-content space,” commented Marco Huesges, founder and ceo of the 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 and 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.”

Rachel Taylor, commercial director at WildBrain Spark, believes that the emoji brand is “ideal” for the creation of an animated digital-first content offering.

She commented: “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.”