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Amuse and Hasbro’s eOne Produce Digital First Preschool Series

Amuse Animation, a boutique digital-centric animation studio, has entered an agreement with Hasbro’s entertainment studio, eOne to produce a digital-led animated series. The deal marks the toy company’s first collaboration with Amuse Animation, and their first ever original, direct-to-digital preschool project.

“In an ever-changing media landscape, it is clear that digital-born properties are winning the hearts of children and families around the world now more than ever before. Hasbro has long been at the forefront of innovation in play and entertainment, and this move into digital-first IP generation will allow us to build fandom by reaching our audience directly via YouTube and learning from their viewing behaviour in real-time,” commented Tom Hartley, VP of Digital Content at eOne / Hasbro. “With its strong positioning as a digital-first preschool animation studio and its rapid-response production, Amuse Animation is the perfect partner for this new endeavour.”

“We are thrilled to be working with Hasbro eOne on their first foray into digital-led original animation content for preschool children. We hope our expertise in producing digital-led kids’ entertainment will contribute to Hasbro’s success,” added Jiella Esmat, Chief Revenue Officer of Amuse. Arthur Lener, CEO added, “As the kids audiovisual industry evolves, synergies between content and toy companies are growing stronger. As experts in the creation of audience-centric, high quality digital-first, we are looking forward to partnering with Hasbro and eOne to build the licenses of tomorrow; it is a huge milestone for us.”

A genuine maverick in the field of online content, Amuse Animation has produced over 30 self-funded original digital series aimed at entertaining kids, sparking curiosity, and promoting positive values, generating over 30 billion views in the process. The company is now developing three premium spin-offs based on top performing properties. The company has diversified to include a gaming studio that has generated 20+ million downloads and an audiobook studio. In addition to its production expertise, Amuse’s 2D and 3D servicing studio provides its partners with a generous 54% tax rebate from the Canaries’ government. The company has previously participated in the production of several global hits such as MOLANG, LOUIE and Nordic sensation TULIPOP.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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