On Kids & Family appoints bRAND-WARD Services to build the Petronix Defenders brand in the UK.
Petronix Defenders is a 52×13′ premium comedy-adventure series dedicated to children from 4 to 7 years old. It offers an original and unique concept that combines emotions and fun, and is aimed at both girls and boys. It is produced in association with the M6 Group (Gulli and M6Kid) and Super RTL, in partnership with the Chinese toy manufacturer and global media group Alpha, the segment leader in the Chinese market, and one of the main players in the toy market worldwide.
When the world’s wild animals are in danger, a team of young superheroes rush to their rescue: their backpacks are transformed into small animals equipped with incredible technology, and together they set off on ever more daring missions to help them.
The series’ environmental values and the empathy created by the characters address the current concerns of young audiences and their parents.
In addition to bRAND-WARD Services, ON kids & family, part of Mediawan, the leading European studio, is setting up an international network of experienced licensing agents: Gulli (France), Super RTL (Germany, Benelux and GAS), Planeta Junior (Spain, Portugal, Italy, Eastern and Central Europe), Megalicense (Russia, Ukraine), Lotus Global (Brazil and Latam), Plus Licens (Nordic countries).
In the UK, Tiny Pop will be the free to air broadcast partner.
“Our L&M strategy is based on major exposure of the series on the best free TV broadcasters, to ensure our partner Alpha the best possible visibility from the beginning of the broadcasts. Our series is generating an enthusiastic response from our broadcast and licensee partners who are convinced of the project’s potential. Alpha will also be launching its toy line worldwide, outside of China, for Christmas 2023. Our organization also relies on the strong local involvement of agents to whom we have chosen to entrust the exploitation of the brand in many territories”, says Erick Rouillé, SVP co-productions, Business Development, Licensing & Merchandising.
Jean-Philippe Randisi, co-founder of bRAND-WARD, added: “ A superb series, featuring engaging characters, fantastic toys and a very compelling message: Petronix Defenders will take the world by storm in 2023 and beyond. We are proud to be able to join forces with On Kids & Family to make this series a success in the UK.”