KI Creates Launch Strategy for new ‘Mermicorno: Starfall’ SeriesKI Creates Launch Strategy for new ‘Mermicorno: Starfall’ Series
KI has managed branding, digital, social and campaign strategy for new animated series from Thunderbird Entertainment’s Atomic Cartoons and tokidoki.
February 3, 2025

KI (Kids Industries) has announced that is has created a campaign strategy to launch “Mermicorno: Starfall,” which debuted in the U.S. on Max on Jan. 30.
“Mermicono: Starfall” is the new original animated comedy-adventure series from Thunderbird-owned Atomic Cartoons, produced in partnership with global art and lifestyle brand, tokidoki.
Inspired by tokidoki’s “Mermicorno” character family launched in 2016, “Mermicorno: Starfall” is an adventure-comedy for kids five to nine. It takes place in a fantastical and magical undersea world where a team of Mermicornos (enchanting unicorn-mermaids) unite to save the ocean from an evil threat. During their mission, the heroes unlock the magic of creative self-expression, discover new depths of friendship and find the best bowl of ramen in the sea.
The team at KI has been entrusted to create a cohesive launch strategy for “Mermicorno: Starfall,” including:
Branding and messaging framework
Campaign rollout plan, including the creation of a launch campaign toolkit
Social media strategy and management
Website design and build, which saw the KI team create a branded website to initially help to drive awareness, engagement, leading to the conversion of consumers to viewership
“’Mermicorno: Starfall’ is energetic and vibrant in both story and design,” said Gary Pope, chief executive officer, KI. “We love its animation style and art direction. It brilliantly taps into anime and Kawaii culture, which is a huge – and fast-growing – trend among kids and kidults right now.
“Creating the promotional assets for the brand, especially for social, was a lot of fun because the show and characters are naturally meme-able, which is the marketing Holy Grail for every kids brand. It’s quirky, too, which also helps it to stand out and be memorable. I mean, who doesn’t love to find a magical bowl of ramen noodles in the ocean while you’re helping to save the planet?”
“KI has been an incredible partner in helping us position ‘Mermicorno: Starfall’s’ unique appeal for launch and has created marketing assets that will serve the brand for years to come,” says Pooneh Mohajer, co-founder & chief executive officer, tokidoki.
“Gary and his team at KI create marketing strategies grounded in their extensive knowledge of what kids and families like, watch and interact with,” says Richard Goldsmith, president of global distribution and consumer products, Thunderbird. “We could not be happier with their work on the launch strategy and materials for ‘Mermicorno: Starfall.’”
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