By Allison Watkinson
TLL Reporter
Hidden Pigeon Company (HPC) has partnered with Little Dot Studios to expand the digital presence of its children’s brands on YouTube.
As part of the agreement, Little Dot Studios’ US-based team will provide content strategy and channel management services to optimize the existing YouTube channel for Mo Willems Workshop.
“Having a strategic, global digital strategy that aligns with our franchise growth plans is critical to the rapid development of our IP and Little Dot Studios is the perfect partner to help us reach, engage and win over even more fans on YouTube,” said HPC president, Karen K. Miller. “We’re delighted to be working with their very talented team, who will help us manage the channel so that our content is presented in the most fun and entertaining way for kids, educators, and families.”
The new partnership is kicking off with a Back-to-School Global Takeover on the YouTube Kids home page.
Running through August 14, the Back-to-School Global Takeover is a full-scale promotion that prominently features Mo Willems Workshop channel across the home page of the YouTube Kids app.
The promotion includes a specially curated back-to-school playlist with nine videos that feature licensed properties from children’s author Mo Willems.
The Youtube Kids takeover coincides with the launch of localized videos for the Mo Willems Workshop channel.
The first localized videos to debut include seven read-along videos of Willems’s book, The Pigeon Has to Go to School!, that have been translated and dubbed for different international markets.
In addition, the back-to-school playlist includes new videos from the channel’s The Pigeon & Mo Read-a-LOUD!! series and animated shorts based on Willems’s literary works.
“Mo Willems’s characters have a unique way of connecting with both kids and grown-ups – they’re funny, thoughtful, and completely unforgettable,” said Little Dot Studios U.S. SVP, Ben Arnold. “Our goal is to help Hidden Pigeon Company share that magic with even more families online, and build a space where those stories can really come to life.”
Hidden Pigeon Company is the latest children’s brand to join Little Dot Studios’ growing roster of entertainment properties and will become part of the company’s global network of over 1,000 social channels.
HPC is an entertainment company that focuses on expanding Mo Willems’ entertainment brands to reach new media platforms and population demographics.
Willem’s portfolio of family-friendly IP includes a wide range of characters and stories such as The Pigeon, Unlimited Squirrels, Elephant & Piggie, Knuffle Bunny, Cat the Cat and more.
The company was founded in 2023 as a joint venture by Willems, Stampede Ventures and RedBird Capital Partners.
Little Dot Studios is a multi-platform production company, digital media network and social media agency that creates digital content for licensed brands.
Part of All3Media, the studio provides services such as content production, monetisation, digital copyright management, social media marketing and more.
Photo Credit: HPC/Little Dot Studios.
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