Invisible Universe, an internet-first animation studio, today announced its new franchise for preschoolers: Lovie. Launching on TikTok, YouTube and Instagram, it stars Lovie, a five-year-old, heart-shaped girl that changes color based on their feelings and teaches young children how to navigate emotions through her adventures in the fictional town of Charmvale.
The new IP was developed by five Invisible Universe execs with backgrounds in children’s entertainment, who combined have 10 kids under 10 years old. The brand promotes social-emotional development for preschoolers and offers relevant lessons about the importance of sharing, handling disagreements and making friends. Followers will get to know Lovie and her friends and family, all animated in the shapes of hearts, stars, flowers and clouds to match their personalities.
“As a parent, I know how important it is to create brands that can be both entertaining for kids and serve a purpose in their development,” said Tricia Biggio, Co-Founder and CEO of Invisible Universe. “With Lovie, we’re tapping into the comedy of Bluey with the lessons of Pixar’s Inside Out, and I think parents and kids alike will fall in love with the characters. My kids already have!”
Looking at TikTok and YouTube Shorts as the next frontiers for IP development, the studio is doubling down on children’s content for these avenues. Since 93% of parents want kids’ entertainment that addresses emotional and mental health according to a 2022 UTA IQ study, the new franchise aims to address that need and reach both kids and their parents on the platforms they are already spending time on.
Marking Invisible Universe’s eighth IP franchise, Lovie comes to the digital screen following the success of characters like Qai Qai (Serena Williams’ daughter’s doll brought to life, recently turned into a children’s book, The Adventures of Qai Qai), Clydeo (Jennifer Aniston’s animated dog and foodie), Squeaky & Roy (the long-lost toys of Charli and Dixie D’Amelio) and Ember (the daughter of the ruler of the underworld). While first launching on social platforms, Invisible Universe expands its franchises to publishing, long-form content, toys, games, music and more.