UNESCO and CJ E&M Partner to Support Girls’ Education Global Campaign

rainbow rubyCJ E&M, an Asian content and media company, and UNESCO, the United Nations Educational, Scientific, and Cultural Organization, have partnered to support UNESCO’s girls’ education global campaign with Rainbow Ruby, CJ E&M’s new preschool animation series.

Rainbow Ruby is the first original global animation series created by CJ E&M as a co-production project with China Entertainment that will reach out to a global audience,” said Sang Gill (Tschaik) Lee, EVP, CJ E&M. “Rainbow Ruby is a 3D CGI animation series that follows a 6-year-old girl named Ruby as she transports to Rainbow Village, where her toys come alive. Throughout the series Ruby experiences different professions, introducing preschool girls to the concept of a dream job, letting them imagine how their jobs can improve their lives in the future. I strongly believe it will be a fun and exciting experience for girls.”

The “Better Life for Girls” campaign, launched in November 2014 by CJ E&M and UNESCO, aims to help address the lack of access to quality education faced by girls in developing regions. It is the first time that UNESCO joins a global partnership centered on an animation-based character for its key initiative.

Rainbow Ruby aims to help empower young girls to dream big and look to a bright future. The animation series also brings awareness to the harsh reality that girls and young women in many developing regions may face because of their lack of education, preventing them from reaching their full potential and, in turn, hindering economic growth and social progress.

CJ E&M will expand media campaigns for girls’ education to major TV channels around the world, which will air the Rainbow Ruby animation series. In addition, CJ E&M will work with UNESCO to develop educational apps and virtual reality content that aim to further the advancement of girls’ education globally, utilizing the digital assets from the CGI animation series. In addition, a share of the sales from Rainbow Ruby character products will be contributed to UNESCO’s global fund for promoting girls’ right to education.

DHX Media is the appointed distributor of Rainbow Ruby in the U.S., Canada, and EMEA (excluding France).

About the author

Jackie Breyer

Jackie Breyer

Jackie Breyer is the vice president of Adventure Media & Events, and group publisher of The Toy Book, The Toy Insider, and The Pop Insider. She has been reporting on retail and toy industry trends for more than 20 years. Jackie has been featured in the Netflix series The Toys That Made Us, The History Channel’s The Toys That Built America, and Nat Geo’s The ’80s Top 10: Toys, as well as The TODAY show, CNBC's Power Lunch, NBC News, CNN, MSNBC, Yahoo Finance, Cheddar, and more. Jackie is the 2012 recipient of the Wonder Woman in Toys, Licensing & Entertainment Award in the field of Journalism & Social Media. A true ’80s kid, Jackie is a fan of Back to the Future, Ghostbusters, Super Mario, Care Bears, My Little Pony, and Archie Comics. Her first Cabbage Patch Kid was named Cecily Aretha. She still has her charm necklace, and her Garbage Pail Kid card collection is bigger than yours. Jackie has successfully trained her kids Lena and Henry to be Mario Kart experts. You can follow her on social media @jackiebreyer and connect with her on LinkedIn.

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