Just Play appointed WildBrain studio to create new, original content and to exclusively manage the Hairdorables YouTube channel. Under the agreement, WildBrain will help build and grow an international audience for the Hairdorables doll line by launching the brand’s official YouTube channel and producing original animated and live-action content.

Hairdorables’ first-ever YouTube series is now live on the Hairdorables channel on WildBrain’s network and the YouTube Kids’ App. The English-language video series consists of animated vlogs to introduce each character, live-action toy play videos, and an animated series about the characters’ lives and adventures. The YouTube channel aims to engage kids with the brand and inspire fans to create their own Hairdorables videos with the toys.

Hairdorables arrived at major US. .retailers in early August and will launch internationally throughout the rest of the year and spring 2019.