On a joint mission to raise self-esteem among kids, Moonbug Entertainment and bodycare products manufacturer Dove have collaborated to produce a package of Blippi-branded body-positive content, including a special that has already been picked up by Netflix.

Wonderful Talent Show (pictured) is the showpiece of the partnership, featuring Blippi and Meekah hosting a talent show and encouraging kids to love their bodies and the marvelous things they can do, including dancing and doing magic tricks. The special, which targets four- to six-year-olds, will debut October 11 on YouTube and Amazon Prime Video before heading to Netflix on October 28. 

Moonbug and Dove have also created four Blippi episodes (already out), nine music videos, 26 YouTube shorts and several free online resources designed to help families start conversations at home about self-esteem and body positivity. 

This content push is significant for Dove because it marks the first time the personal care company has aged down its 20-year-old Self-Esteem Project, which was originally developed to change the negative perceptions that older kids and tweens have about their bodies. 

“Since 2004, Dove has been committed to building body confidence and self-esteem for the next generation of young people,” says Marcela Melero, Dove’s chief growth officer. “Now, with children as young as four starting to become aware of their appearance and how they feel about their body, we knew we needed to urgently intervene and extend our program to a younger audience to support a healthy and positive outlook on body image and protect the younger generation from experiencing low body confidence.” 

It’s also a fitting time business-wise for this move, given that children are becoming interested in skincare products at a much younger age now. 

Dove’s Self-Esteem Project, which has already reached more than 114 million young people around the world, has a goal to get to 250 million by 2030. “We want a future where young people feel empowered to confidently challenge beauty standards, advocate for themselves, and feel connected to and celebrate their bodies,” says Melero.