Moonbug Entertainment has teamed up with the United States Postal Service to produce a YouTube-first CG-animated series called Mail with Mr. ZIP. 

The Mr. ZIP mascot character was originally created in the ’60s to introduce the American public to the ZIP Code system, which was new at the time. He starred in PSAs, advertisements and even a four-page comic book, and became popular quickly.

In the new 48 x two-minute concept, Mr. ZIP goes on a series of mail-focused quests, teaching kids about the importance of mail while modelling kindness and good citizenship. He’s accompanied on these adventures by a B. Franklin (a wise bald eagle) and Farley the collection box.  

Mail with Mr. ZIP will launch on its own dedicated YouTube channel in February. In collaboration with IPG Mediabrands’ LA-based prodco TRAVERSE32, the USPS licensing team oversaw the series’ creative development, with Moonbug handling the animation.

Moonbug and USPS laid some groundwork for the series in November, releasing a collaboration video in which Mr. ZIP teamed up with Blippi. USPS paid for this 18-minute YouTube video (pictured above) that saw Blippi visit a Post Office to retrieve a holiday card and where he learns about mail processing and delivery. So far, it has been viewed more than 1.6 million times on Moonbug Kids. 

A standard feature for all Moonbug productions, music will be a key component of Mail with Mr. ZIP, which has 24 original songs planned. 

Mail with Mr. ZIP is part of an ongoing USPS strategy to broaden awareness in the kids & family consumer products market. The government agency has already struck deals for a line of Mr. ZIP children’s books (Dynamite Entertainment is publishing two lead titles in February and August) and plush toys (currently available on the USPS site). Now looking to specifically target younger audiences, this YouTube series is a natural next step, says USPS marketing VP Sheila Holman.

“By fostering kids’ love for letter carriers and our iconic delivery vehicles, we’re building a connection to USPS at an early age. As awareness grows through the series, we look forward to expanding our range of licensed products to complement this engagement,” says Holman, which is actively seeking opportunities to expand its licensing program into additional categories, including other publishing formats and toys.

USPS delivers mail and packages to 169 million addresses six (and often seven) days a week. It’s currently going through a 10-year transformation plan that started in 2021 called Delivering for America, a US$40 billion investment aiming to modernizing the organization and building on its status as a trusted American brand. Generally self-financed, USPS receives no tax dollars to cover its operating expenses, relying instead on the sale of postage, consumer products (like Mr. ZIP’s books and plush) and other services. 

Moonbug, which has traditionally focused on managing its own preschool brands, says it’s open to more commercial partnerships along these lines to help other brands connect with kids and families, according to a company spokesperson. 

Art of the Mail with Mr. ZIP series, courtesy of the U.S. Postal Service.