By Gary Symons
TLL Editor in Chief
Animation studio Toonz Media Group has engaged in an intriguing partnership with Driver Studios, that could change the way content creators engage with the audience.
According to a statement from the two companies, the tech partnership could even shape how story lines develop, starting with a new 3D animated series called The Blahs.
The new series is intended for kids aged 3 to 8, and will air on YouTube, a platform that reaches 86% of kids watching entertainment. The Blahs was created by Rob Kurtz and Dan Markowitz, the team behind Driver Studios’ award-winning Cool School YouTube channel, where The Blahs is shown. The 30-episode series will also be promoted on Toonz’ ChotoonzTV YouTube Channel, reaching 11.1 million subscribers.
The series is centered around original characters known as The Blahs; their rulers King Gray and Lord Blue; and their neighbor Joy who spreads light everywhere she goes. In addition to the animated series, Toonz and Driver Studios say the characters and their world will be a source of merchandising and licensing opportunities before the end of 2024.
What’s really different about the series, however, is that it combines top-quality storytelling and animation with a proprietary data tool developed by Driver Studios. The software allows creators to evaluate viewers’ engagement with the show to determine the themes that attract the most eyeballs, which in turn helps inform the plots and storylines for future episodes.
“YouTube today is the leading platform where kids ages 2-12 discover content. In fact, streaming platforms look to YouTube for content acquisition and licensing opportunities,” said Scott Weitz, founder & CEO, Driver Studios. “At Driver Studios, we’ve been ahead of this trend, developing high-quality kids and family entertainment designed specifically for this platform.
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“Our in-house team created this original content and built it for where data tells us our viewers are watching,” he added. “When you lead with human vision and support it with technology and data insights, the outcome is the ability to create and produce captivating content that scales. It’s an inspiring journey, and we’re thrilled to partner with the visionary Toonz team because they share our passion for creativity and driving innovation.”
Toonz CEO P Jayakumar says the viewer feedback technology helps take the guesswork out of engaging with the audience.
“Our industry is at a deep and complex turning point that will require new innovations and approaches for long-term growth,” Jayakumar said. “Driver Studios’ data-driven approach and success in developing IPs powered by new technologies aligns with Toonz’ strategy to advance into building IP in the new ecosystem of choice – YouTube – for parents and kids, ages 2-12, where content discovery is happening today and will increase in the future.
“Combining our world-class expertise in animation with Driver Studios’ leadership in data and creativity results in a powerful team with the ability to scale and drive engagement.”
The executive producers of the new show include P. Jayakumar, Bruno Zarka of Toonz Media Group, and Driver Studios’ Scott Weitz, Diana Horowitz, and Ross Venokur, the award-winning writer and director of Rally Road Racers (from the producer of Shrek). Gigi Meroni, the Emmy Award-winning composer of projects such as What’s New Scooby Doo?, Norm of the North 2-3, and Lala Oopsies, composed the music for the series.
For this collaboration, Toonz led the 3D animation while Driver Studios developed the original characters, concept art and visualization, and scripts.
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