WildBrain, DHX Media’s online kids' network, is set to manage a number of Turner Kids YouTube channels in Europe, the Middle East and Africa (EMEA) and Latin America.
The agreement sees WildBrain – a network connecting content owners to advertisers through advertising video-on-demand (AVOD) platforms – extending the international exposure of key Turner brands.
New local-language channels have already been rolled out for The Powerpuff Girls and Adventure Time in the UK, Russia, Poland, Brazil and Spanish-speaking Latin America, with more languages following soon. The Amazing World of Gumball and Ben 10 will also be included, together with a selection of other Cartoon Network shows.
The deal comes following a successful collaboration between Turner EMEA and WildBrain around LazyTown, which saw a number of local channels launched over the last year.
“Building a strong branded presence on YouTube for our major kids' brands is a key part of our strategy of putting our audience at the centre of everything we do. We are excited to be working with YouTube kids' specialist WildBrain and to benefit from their fantastic expertise in this field,” said Patricia Hidalgo, chief creative officer for Turner Kids International.
“As a leading network of channels for parents and kids, we are excited to deploy our experience and skills on Turner's content,” added John Robson, managing director of WildBrain. “As more and more kids consume content on mobile devices, content owners are looking for ways to reach online audiences. We couldn't be more excited to be looking after great Turner brands like Ben 10 and The Powerpuff Girls by leveraging our large WildBrain platform and digital media expertise to broaden their global reach.”