3D Sparrow Group, a U.K.-based animation company, has appointed IMG to extend “Booba,” a global non-dialogue preschool family show following the adventures of a joyful, funny and curious creature and his friends, through product and brand licensing partnerships.  

The agreement will see the licensing agency further expand the global “Booba” footprint across wider lifestyle categories including toys, apparel, fast-moving consumer goods, events and promotions.  

Now in its fourth series, “Booba” has more than 13 billion YouTube views and stands as one of the top-rated kids’ shows on Netflix, since first airing on the digital platform in 2017. The show is also available worldwide on Amazon Prime, as well as through TV broadcasters in more than 45 countries. 

In 2021, 3D Sparrow collaborated with Sony Music to premiere the first Booba music video with Avicii. 

“We are really excited to partner with IMG and are confident their expertise will help our digital superstar, ‘Booba,’ launch high-quality licensed products with like-minded and best-in-class licensing partners to entertain generations of children,” says Oli Bernard, chief executive officer, 3D Sparrow Group. “It’s a fantastic time for ‘Booba’ right now with season 4 launching this year and season 5 planned for a 2023 release. We believe that ‘Booba’ enables kids to discover the world around them, using their imagination to recreate their own ‘Booba’-inspired adventures.” 

“‘Booba’ has become a worldwide phenomenon and is loved by children around the world,” says Sam Barker, associate vice president, licensing, IMG. “We will focus on products that highlight and embody the spirit of the show’s playful and humorous content, which children and other fans of the show enjoy. We can’t wait to bring the ‘Booba’ world to its millions of followers in engaging new ways.”