EASTON, PA — Crayola announced today it has launched a new season of its original, digital-first Scribble Scrubbie Pets series, produced by WildBrain Spark, the kids’ and family AVOD network and digital studio owned by WildBrain.
The Crayola Kingdom channel, which is home to all of Crayola’s kid-targeted content including Scribble Scrubbie Pets, is managed globally by WildBrain Spark across YouTube and YouTube Kids.
The new season of 20 three-minute animations and 20 one-minute “draw-along” episodes launched on the Crayola Kingdom YouTube channel this month. New episodes are released weekly.
The digital series is based on Crayola’s Scribble Scrubbie Pets creative toy line.
“Designed to appeal to children 5-8-years-old, the new content is part of Crayola’s digital engagement strategy to bring physical play and entertainment together, reaching Generation Alpha on their preferred platforms,” reads a press release.
“Using WildBrain Spark’s digital-first best practices, data and insights from the first season of the series, the new content brings the most popular characters further into the spotlight, including Makena (the bird), Tuma (the elephant) and Scooter (the dog). The new season hones in on the live action arts and crafts elements, an increasingly popular theme on the platform,” the release says.
Since the launch of Crayola Kingdom at the end of 2020, the channel has achieved 13.2 million views with more than 370,000 hours of time spent watching to date, according to the release.
“Partnering with Crayola to design and launch its YouTube kids’ strategy has been an exciting journey, creating a channel and programming that bridges the gap between digital entertainment and physical play,” said Rachel Taylor, commercial director at WildBrain Spark, in the release.
“Through our own insight tools and YouTube expertise, we are able to take the guesswork out of producing content. The data provides clear indications about what the audience is most likely to watch, which is key to informing our strategy. This latest season of original Crayola content focuses on what kids love most about the first season as it continues to bring the world of Scribble Scrubbie Pets to life for fans.”
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Image courtesy of Crayola.
