Montreal-based Metafy has partnered with Driver Studios to expand Metafy’s Wooshi World IP.

Driver will steer the development and production of 2D-animated content based on this blockchain brand, which originated as an NFT collection. Wooshi World revolves around tiny and colorful creatures known as Wooshi (each wacky and uniquely powered) who are accidentally transported from their homeworld of Gor onto Earth.

The studio will oversee the rollout of these toons on a Wooshi World YouTube channel that will go live in 2025, as part of a strategy to build brand familiarity among kids and families. (Metafy estimates that more than 86% of two- to 12-year-olds in the US view content on YouTube.)

To accompany the animated content, Metafy will also launch a toy line next year as part of a broader branded consumer products range. While the specific categories and products are yet to be revealed, the YouTube-leaning strategy will involve influencers in the rollout plans.