Original content in the works
LONDON – DHX Media’s digital kids' network and studio WildBrain will produce original content based on the popular toy brand The Irish Fairy Door Company, plus will manage its YouTube and Facebook strategy.
Based in Ireland, The Irish Fairy Door Company celebrates the magic of children's belief in fairies through toys, imaginative play, fairy stories and online activities. The miniature fairy doors that are its flagship product are enjoyed by children in almost 1 million households worldwide.
Under the agreement, WildBrain will manage The Irish Fairy Door Company's YouTube channel on its network, and produce short-form content designed to engage and inspire children, including an original animation series and live action videos that bring the fairy world to life.
WildBrain's social media team will also assume management of The Irish Fairy Door Company's Facebook page and advertising campaigns, to engage with parents and extend the brand's audience to new viewers and consumers worldwide. In addition, WildBrain's parent company DHX Media is working with The Irish Fairy Door Company to develop additional strategies to grow the toy brand on other platforms, including potential long-form content.
"The Irish Fairy Door Company team have achieved a remarkable feat already, by building a consumer products business around a smart toy idea that has captured the imaginations of a generation of children in Ireland and beyond," said WildBrain managing director Jon Gisby, in the news release. "We love The Irish Fairy Door Company concept for the WildBrain network on YouTube, and will be using our expertise in Facebook management to reach and engage parents. We look forward to working with The Irish Fairy Door Company team to leverage WildBrain's platform to grow this brand further on the international stage."
WildBrain's branded YouTube network is one of the largest of its kind, featuring more than 110,000 videos for over 600 kids' brands in up to 22 languages.
