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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.