The art tools brand Crayola has launched a new season of its digital-first Scribble Scrubbie Pets series, produced by the digital media company WildBrain Spark. The Crayola Kingdom channel is managed globally by WildBrain Spark across YouTube and YouTube Kids and is home to the Scribble Scrubbie Pets series and all Crayola kid-targeted content.
The new season of 20 three-minute animations and 20 one-minute draw-along episodes launched on the Crayola Kingdom YouTube channel this month with new episodes released weekly. Designed to appeal to children aged five to eight, the content is part of Crayola’s strategy to bring physical play and entertainment together, reaching Generation Alpha on their preferred platforms.
Based on the popular Crayola Scribble Scrubbie Pets creative toy range, the digital series was developed to engage kids through animation, real play, and drawing. The content is focused on what kids love most about the toy line – bringing their imaginations to life through colour and design transformations of washable toy pets.
Using WildBrain Spark’s data 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 homes in on live action arts and crafts, which is an increasingly popular theme on the platform.
“Through the Crayola Kingdom channel, children can build an even stronger emotional connection to the Crayola Scribble Scrubbie Pets characters as they watch them come to life on the screen and learn to draw their favorites”Rich Wuerthele, president and CEO of Crayola
Rich Wuerthele, president and CEO of Crayola, said: “Through the Crayola Kingdom channel, children can build an even stronger emotional connection to the Crayola Scribble Scrubbie Pets characters as they watch them come to life on the screen and learn to draw their favorites. This ownable storytelling platform represents a new era of connecting with kids that allows Crayola to learn, engage and delight our number one consumer target, through content that is informed by WildBrain Spark’s insights, YouTube analytics and our own research.”
Kim Rompilla, EVP global product marketing, development & activation at Crayola, added: “Our goal was to enter the children’s entertainment space in a way that is modern and fresh. Being Crayola, we already have the brand recognition, and products that children love and parents trust. The next step is to continue to meet kids of this generation where they are, on YouTube, and enrich their experience of colourful and digital playtime.”
Since the launch of Crayola Kingdom at the end of 2020, the channel has surpassed 13.2 million views with over 370,000 hours of time spent watching to date. The Scribble Scrubbie Pets series and more Crayola content can be accessed anytime on the Crayola Kingdom YouTube channel.