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Music star will.i.am launches children’s brand LidoKidos

LidoKidos, a new transmedia children's platform created by Black Eyed Peas frontman will.i.am, has brought L.A.-based licensing and brand management firm memBrain on board to manage all global brand licensing.
June 13, 2012

LidoKidos, a new transmedia children’s platform created by Black Eyed Peas frontman will.i.am, has brought L.A.-based licensing and brand management firm memBrain on board to manage all global brand licensing.

will.i.am and memBrain’s licensing team plan to develop LidoKidos IP, which will include interactive and immersive content spanning educational games, apps, music and animation targeted at a range of ages from preschoolers to tweens. With emphasis on the development of fundamental discovery skills, LidoKidos aims to leverage digital media platforms in new ways.

will.i.am has engaged content executive Julia Pistor to seek producers and relevant content platforms for ongoing LidoKidos initiatives. Previously an executive VP at Nickelodeon, Pistor was responsible for the creation and production of movies including Rugrats, Jimmy Neutron, Nacho Libre, Lemony Snicket’s Series of Unfortunate Events, Charlotte’s Web, and Snowday.

memBrain’s corporate consulting clients include McDonald’s, MillerCoors, Intel, Hasbro and other Fortune 500 companies. Led by Jennifer Sullivan, winner of two LIMA Licensing Excellence Awards for Paul Frank Industries, the firm’s licensing arm also curates unique and noted character and art-based brands from around the globe including Emily the Strange, Moomin, Jeremyville and Kenny Scharf.

A seven-time Grammy Award winning musician and producer, will.i.am won an Emmy Award for his 2008 Obama video Yes We Can. He also directs TV spots and music videos, serves as a guest contributor to Advertising Age and works with an array of global consumer brands as a creative consultant.

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