EXCLUSIVE: This is the Cyprus-based studio’s first partnership with a kid-focused platform, and it will significantly broaden the reach of digital-first shows like 5-Minute Crafts and Slick Slime Sam.
November 3, 2022
Streaming service Kidoodle.TV is expanding its lineup with a package of DIY craft and music-driven educational videos from Cyprus-based studio TheSoul Publishing.
The streamer will start running 150 x 22-minute episodes from three of TheSoul’s brands in both English and Spanish near the end of the year. These digital-first titles include DIY series 5-Minute Crafts and Slick Slime Sam, as well as a 2D-animated series called Baby Zoo that features critters singing funny songs.
5-Minute Crafts is a “co-viewing favorite,” says Kidoodle.TV’s chief content officer Brenda Bisner. With 77.8 million subscribers, it’s one of the most-subscribed YouTube channels in the world. “Both [5-Minute Crafts and Slick Slime Sam] add significant value to our crafting content offering,” Bisner adds. “It’s not only satisfying to watch, but easy to replicate with the family.”
TheSoul’s brands combined have 1.5 billion followers across Facebook, Instagram, TikTok, YouTube, Pinterest and Snapchat, according to the company.
Michael Boccacino, the studio’s senior director of content partnerships, tells Kidscreen there’s an increasing demand for properties that start on social platforms. “And as more families adopt connected TV platforms, it just makes sense for us to expand our footprint beyond social — we want to be where our viewers are,” he says.
TheSoul has sold its content to platforms such as Roku in the past, but this is its first deal with a kid-focused platform. Kidoodle.TV targets viewers ages 12 and under with a safe streaming content mandate and COPPA-compliant advertising.
TheSoul has been building more specialized content to differentiate itself as a business that reaches all kid demos, from preschoolers to teens. Last year, for instance, the company developed and launched Polar, a virtual influencer/popstar. Boccacino says the brand caters to tweens (ages 10 to 12) and has amassed a healthy following through YouTube performances.