By Allison Watkinson
Virtual Reality gaming company Azerion is bringing Wildbrain’s popular Teletubbies into the metaverse.
The licensing deal will see Teletubbies characters incorporated into the HotelHideaway and Habbo metaverses, with the release of virtual products.
This promotion is in celebration of the brand’s upcoming 25th anniversary in 2022.
“This is our first venture into the metaverse with the Teletubbies and we’re excited to see how Gen Z fans engage with the brand in a new and unique way,” said Jasen Wright, VP of North America at WildBrain CPLG. “This is just the start of our Teletubbies 25th anniversary celebrations with a raft of new partners and executions expected next year that will continue to bring the beloved brand to life for fans.”
Habbo is a user-generated virtual world and social-gaming platform with a pixel-art animation style. It was created in 2000 by Finnish company Sulake, as the first metaverse of its kind. The game is available in nine languages and is popular among young adults spanning 150 countries.
HotelHideaway is a 3D role-playing experience with integrated creative events from the same developer. It emphasizes social connection, as well as decoration of in-game avatars and virtual rooms.
“We’re thrilled to bring the Teletubbies into the metaverse in the form of virtual goods for avatars and virtual spaces within Habbo and Hotel Hideaway,” said Robert Ferrari, President of Bare Tree Media. “The nostalgia that the Teletubbies evoke as true pop culture icons is a perfect fit for the game demographics and we look forward to further releases throughout 2022.”
The Teletubbies brand partnership and launch is managed by Bare Tree Media, the global digital licensee of Teletubbies, in collaboration with WildBrain’s main licensing agency, WildBrain CPLG.
Products available for purchase with virtual currency include Teletubbies-branded avatar onesies based on characters from the show. Custom digital furniture will also be available for players to decorate their in-game rooms.
“We’re excited to work together with Bare Tree Media and WildBrain CPLG on welcoming the iconic Teletubbies into our virtual worlds,” said Madelon Smittenaar, Business Development Manager of Azerion. “This partnership demonstrates the many possibilities when it comes to brand partnerships and immersive experiences in this space.
“The values the Teletubbies embody will really resonate with the diverse and inclusive communities of Habbo and Hotel Hideaway.”