Jaya Apparel, MacMillan's Imprint and more on board to bolster Genius Brands' tween brand.
Genius Brands International is introducing an all-new lifestyle property to the global marketplace–"SpacePOP."
Targeted to tween girls, ages 8-12, the brand blends music, fashion, beauty, friendship and intergalactic adventures to create more than 100 serialized, animated video shorts for a dedicated YouTube channel and other digital platforms. Andy Heyward, chairman and chief executive officer, GBI, is on board to spearhead production efforts for the videos, with Steven Banks ("SpongeBob SquarePants") tapped as content writer and music producer Ron Fair and singer/songwriter Stefanie Fair also on the project.
The first six videos will debut this summer, with two new videos to be released weekly thereafter.
"The No. 1 destination for girls ages 8 to 12 to consume their content is YouTube. The No. 1 destination for music consumption is YouTube. So when it came time to evaluate where we wanted 'SpacePOP' to launch, there was no doubt in our mind that YouTube was the ideal platform for our brand," says Stone Newman, president, global consumer products, GBI. "We are delivering our brand where tween girls are every day. We always knew that we wanted to serve up 'SpacePOP' in snack-sized installments, three- to four-minutes, with a heavy emphasis around the original music created, because that reflects the consumption pattern of our girl. Everything we have done to develop and promote and launch the property has revolved around making it compelling for a tween girl YouTube viewer. We believe we are breaking new ground here as, to our knowledge, we are the first and only entertainment company to launch an original animated series and intellectual property via YouTube that is also accompanied by a comprehensive retail, licensing and promotional program. Our 'SpacePOP' strategy incorporates everything a traditional entertainment property would entail except our approach to content delivery is anything but traditional. We are very excited to be a pioneer in this space and to prove the traction one can gain with this strategy, as well as validate our belief that the world of entertainment is undergoing a titanic shift and we want to be at the forefront of that movement."
The videos will be further supported and content expanded by a new book series from MacMillan's Imprint, launching with the first title, a middle-grade novel called Not Your Average Princess.
Also bolstering the content are music-based apps and a consumer product program, scheduled to hit retail this fall. Licensees already signed on to support "SpacePOP" include Taste Beauty for beauty and bath products and accessories; Jaya Apparel for fashion apparel; Mad Dog for loungewear and sleepwear; H.E.R. Accessories for fashion accessories; FAB Starpoint for bags, accessories and stationery; Berkshire for hosiery, headwear, cold weather accessories and umbrellas; Franco Manufacturing for bedding, room décor and accessories; Yowie for chocolate surprise eggs; Flix Candy for confections and novelty candy; KidDesign for youth electronics and tech accessories; Canal Toys for craft and activity kits; and Bare Tree Media for virtual goods.
"Everything about the 'SpacePOP' program has been designed to validate our brand with tween girls ages 8 to 12. We have selected partners that have an expertise reaching this market segment, partnered with retailers where these girls shop and secured promotional partners where these girls like to hang out with their friends," says Newman.