Toyco The Irish Fairy Door Company has tapped digital kids network WildBrain to manage its social media strategies for YouTube and Facebook, and produce a fairy-centric short-form animated series and live-action content for its YouTube channel.
The kids network manager will also run advertising campaigns on The Irish Fairy Door Company’s Facebook page in an effort to increase global awareness for the direct-to-consumer brand, which is known for its miniature fairy doors, toys, fairy-themed stories and online activities.
WildBrain’s parentco, DHX Media, is also in talks with Irish Fairy Door to develop an international growth strategy for the toyco on other platforms, including the potential for long-form TV content.
This new partnership is part of WildBrain’s strategic plan to bolster its YouTube portfolio. The MCN partnered up with Kuroba! to manage its YouTube channel and Walmart toy launch last month, and it’s already directing YouTube content and strategy for the likes of Coolabi Group, Cyber Group Studios and Sunrights.
This month, DHX announced that WildBrain revenue jumped 49% to US$12.2 million, from US$8.1 million a year ago.