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TeamTO unleashes Mighty Mike’s CP strategy
From plush and books to figurines and—what else—pet products, the French studio's head of marketing talks about what's in store for the photo-realistic pup.
By Elizabeth FosterMarch 6, 2019
French animation studio TeamTO is ready to take its new, non-dialogue animated series Mighty Mike out for a walk.

The photorealistic comedy—which follows the schemes of a pug desperately trying to romance the neighbor’s dog—will premiere globally on Boomerang beginning in March before launching with France Télévisions and Germany’s Super RTL in September.

The 78 x seven-minute series targets boys and girls ages five to 10. TeamTO’s director of marketing and new business Patricia de Wilde believes the show’s detailed animation will help broaden its reach to those who might not traditionally be drawn to non-dialogue comedies.

“I think the cuteness of the photo-real animation increases its appeal to the girl audience. I think the usual slapstick non-dialogue show can skew a little bit more boy. But in Mighty Mike‘s case I see it as a true boy/girl split,” de Wilde says.

With the show hitting screens and marking its territory, TeamTO is looking to tap licensees for the upcoming consumer products rollout (and roll over, good boy). Key categories will include toys, plush, figurines, publishing, apparel and—of course—pet products.

de Wilde says pet products are of particular interest, as they will allow fans of the show to include their own furry friends in the viewing experience. The category encompasses everything from doggy apparel and accessories, to treats and toys, which leaves a lot of room to play for potential licensing partners. And, because the series also features a wide variety of animals (from raccoons to kittens), no one’s pet need feel neglected.

The company has also begun outreach to Insta-famous pets—think jiffpom (8.9 million followers) and Doug the Pug (3.6 million followers)—who may lack opposable thumbs and possess little legs, but have a very big reach.

“We’ve absolutely started to think about different ways to spotlight the show, and possible partners in that world,” de Wilde says. “I was talking to a pet influencer on Instagram, telling her I wanted to send her the first few episodes and figure out how she could be part of the community that brings awareness to the show.”

CAKE Entertainment is handling worldwide distribution (excluding France, Germany and China) for the series, which is co-produced with Canada’s Digital Dimension. TeamTO is in talks with a number of licensing agents in North America, Europe and Asia for the property.
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