Digital media company Pocket.watch is expanding the franchise around HobbyKidsTV with a range of consumer products inspired by the popular YouTube family (3.4 million subscribers).
Following the June launch of the new animated series HobbyKids Adventures! on YouTube, the consumer products range will be available exclusively at Walmart. The line will target kids ages three and up, and will include toys and novelties (Just Play), apparel (The Bentex Group), bedding and room décor (Franco Manufacturing) and pajamas from Bio World.
The CP launch will be supported through a promotional partnership with restaurant chains Carl’s Jr. & Hardees, with the restaurants releasing a themed kids meal available in 3,800 locations across the US in August.
HobbyKidsTV was the first YouTube channel to partner with Pocket.watch, back in 2017. Following that deal the company signed a three-year non-exclusive deal with Butch Hartman (Fairly Odd Parents, Danny Phantom) to develop a trio of shows featuring the Hobby Kids. The 12 x seven-minute series HobbyKids Adventures! follows the channel’s three brothers as they use fun, food and inventions to triumph over their enemies the Slobby Kids.
The HobbyKids franchise launch follows in the footsteps of Pocket.watch’s work with Ryan ToysReview (19.4 million subscribers). Last year the company launched a range of CP for the brand including blind bag collectibles, slime, vehicles plush and putty. Last month, Ryan expanded to linear TV with the launch of the live-action series Ryan’s Mystery Playdate on Nickelodeon, which was picked up for a second season shortly after its premiere.
Earlier this month Pocket.watch partnered with popular YouTubers the Onyx Family and MarMar to expand their brands with new content. The company also has a number of series in development for its existing partners EvanTubeHD and JillianTubeHD, which are set to launch in Q4.