Global brand licensing agency Brandgenuity has been appointed by One Animation as the licensing agent for global hit animated series Oddbods in the US and Canada. The New York-based agency will build a program for the brand across categories including publishing, toys and games, apparel and accessories, back-to-school, home, gifts, social expression, experiences and more.
“We are very excited to be working with Oddbods. It has a broad appeal, with fans from all age groups who keep coming back for more and more content,” said Jay Asher, Partner at Brandgenuity. “But most importantly, Oddbods has something we think licensees and retailers are looking for: a positive property that encourages all of us to ‘celebrate our inner odd’!”
Oddbods is a non-dialog, slapstick comedy for kids and tweens that follows the madcap antics of seven adorable yet quirky friends getting through the perils of everyday life with hilarious consequences through a series (330 in total) of seven-, five- or one-minute episodes. Created and produced by One Animation, the series has dramatically expanded its reach over the last year, particularly in North America through Disney Junior (in addition to 70 million online views).
“Licensing in North America will be an important move for our global business plans,” explains Sashim Parmanand, CEO of One Animation. “The show has taken on a life of its own particularly with fan engagement online, something we see every day with the user generated content we receive. But obviously nowadays consumers, and particularly kids, really expect to be able to interact with their favourite brands across all platforms from TV and mobile gaming to ‘offline’ consumer products such as toys and clothing. This is where the team at Brandgenuity comes in, with their vast experience and huge industry knowledge and packed contacts book. We’re looking for exciting ways to expand the world of Oddbods, bringing them to life on and off-screen.”