Banijay Kids & Family is partnering with Cyprus-based studio TheSoul Publishing to strengthen the digital presence of Banijay’s kids catalogue. 

Banijay is bringing select kids shows from its library—such as Mister Maker, Lilybuds and Let’s Play (pictured)—onto TheSoul’s digital platforms, which span social media, AVOD (YouTube) and FAST. 

The two companies will rework Banijay’s titles into long-form themed compilations of content from TheSoul’s digital kids shows, including 5-Minute Crafts, Slick Slime Sam and Frankenfood. The stitched-together content will begin rolling out on social media next month, according to Banijay. And plans are also underway to launch a joint FAST channel, which will feature content from both Banijay and TheSoul.

Banijay’s aim is to combine the active fanbases of its series with TheSoul’s more than two billion YouTube and social media followers, says Dan Lewsey, global head of digital for Banijay. 

“Building 360-[degree] brands is essential for the longevity of our IP,” he says. “Collaborating with industry leaders like TheSoul Publishing allows us to amplify our presence online and nurture our worldwide audiences.”

While the deal positions Banijay’s kids shows to grow its audiences on digital, it’s another big move for TheSoul into the kids market. Last year, the company licensed 150 x 22-minute episodes of its content to Canadian streamer Kidoodle.TV, marking its first-ever partnership with a kid-focused platform.