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will.i.am to Launch Kids Brand

Beverly Hills-based brand management firm memBrain has signed on to manage the global brand licensing program for LidoKidos, a new children’s property created by will.i.am, front man for The Black Eyed Peas.Currently in development, LidoKidos will o

Currently in development, LidoKidos will offer a wide range of interactive and immersive content to appeal to a range of ages, from preschoolers to tweens and beyond. 

“I am excited to develop new content that appeals to and entertains kids, while also inspiring and engaging their minds,” says will.i.am. “Technology is a platform with boundless power and LidoKidos will be fueled on innovation.”

The trans-media children’s platform will be focused on leveraging digital media and will span games, apps, music, animation and more.  

“will.i.am is one of the world’s most creative minds who moves fluidly between the worlds of  art, fashion and technology,” says Ken Hertz, founding partner, memBrain. “His visionary thinking consistently breaks new ground and this new platform for kids is a prime example of his passion for pushing future generations forward.” 

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