Source: WildBrain Spark/Funrise Toys

Funrise Toys teamed up with WildBrain Spark to craft a digital-first strategy for its new BFF Bright Fairy Friends doll brand.

WildBrain Spark is producing more than 100 minutes of short-form animated and live-action digital content to be released weekly on the BFF Bright Fairy Friends YouTube channel.

Since the dolls launched just over a month ago, the YouTube channel has already garnered more than 1.4 million views.

“We are thrilled to bring the magical world of BFF Bright Fairy Friends to life with engaging and inspiring animated content,” says Stephanie Simpson Bughi, vice president of global brand marketing, Funrise. “We know kids and parents are looking for quality content, and the magical BFF fairies will spark imaginations as they teach kids to shine together as friends.”

There are 12 dolls in the BFF Bright Fairy Friends collection, each with rainbow, light-up wings; a motion-activated, twinkling fairy jar; and four fairy surprises for kids to unbox.

WildBrain Spark says it plans to follow the current videos with toy play unboxing content this fall.