The two companies are coming together for the first time. | Source: Hasbro/Amuse Animation/The Toy Book
Hasbro‘s entertainment studio eOne and Amuse Animation are partnering to produce children’s entertainment in a direct-to-digital format.
In what Jiella Esmat — Chief Revenue Officer of Amuse — is calling a “huge milestone” for the company, the new partnership project will be an animated series targeting preschool children available through digital channels. It will be Hasbro’s first collaboration with Amuse, as well as its first original direct-to-digital preschool project.
Amuse Animation was founded in 2016 and focuses on both original IP and partnerships with toy and content creators. The company already has an extensive portfolio of digital-direct animation aimed at children, including Miliki Family, AnimaCars, and Plum the Super Witch.
“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,” says Tom Hartley, Vice President of Digital Content at eOne/Hasbro. “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 behavior in real-time. 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 endeavor.”
The new animated series doesn’t have a release date yet, but more news regarding the show can be expected as the collaboration continues and develops. Amuse has already seen the release of more than 30 self-funded series, so the company has plenty of experience seeing projects to completion.
