Barney – Mattel
In 2024, Barney made a triumphant return with the all-new animated TV series Barney’s World, reintroducing the iconic purple dinosaur to a new generation of fans while reigniting millennial nostalgia. With 89% U.S. brand awareness, Barney’s relaunch was a multi-platform success. The campaign generated over 200 global press stories and 21 billion impressions, securing top coverage in Variety, USA Today, and Parents.com, and driving cultural relevance with a surprise appearance at Heidi Klum’s Halloween party. Mattel strategically leveraged social, YouTube, PR, and music to maximize engagement. Social activations drove over 70 million views on Instagram and TikTok, growing more than 280,000 followers, while “Barney’s First Day of Work” social video featured crossovers with Barbie and Hot Wheels. On YouTube, a mix of music videos, character intros, live-action performances, and a special YouTube content deal fueled two billion lifetime YouTube views. Meanwhile, weekly refreshed classic songs contributed to over 500,000 monthly Spotify listeners, reinforcing Barney’s musical legacy.
Bluey – BBC Studios, Ludo Studios
Bluey was the most-streamed series in the U.S. in 2024 (55.6 billion minutes). Available in over 140 territories. New content includes the first extended episode (The Sign), episodes, and minisodes. The show received awards from Peabody, TCA, Kidscreen, and more. The CP program spans key categories, many with record growth, in over 65 markets and with 450 licensees globally. Bartlebee’s First Christmas debuted as a NYT Bestseller. Bluey was the second biggest preschool toys character property (U.S., 2024). Bluey Keepy Uppy, Bluey Hide & Seek games (Moose Toys) won the TAGIE Award for “Most Innovative License of the Year” and was a TOTY “License of the Year,” and “Preschool Toy of the Year” finalist. “Bluey: Rug Island” debuted number one on Billboard Kids Albums. Experiential Bluey’s World opened in Australia. BlueyxCAMP opened in Chicago, Boston, Philadelphia, and New York and won Pulse of Play Award’s “(LBE) of the Year.“ Bluey’s Big Play traveled globally. The Kidscreen Award-nominated Bluey Book Reads digital series launched with more than 75 million views.
Minions – Universal Products & Experiences
Illumination’s Despicable Me 4 broke worldwide box office records, opening number one in cinemas and catapulting the franchise past $5 billion to become the first animated franchise to reach this milestone. Fans embrace the Minions as icons for today’s generation, and throughout 2024, Illumination and Universal Products & Experiences collaborated with new voices and like-minded creatives, surprising fans with unique and unexpected partnerships including a first-of-its-kind partnership with the K-Pop group BTS that reached a massive global audience with bespoke merchandise and immersive retail pop-ups. The Minions also partnered with NBCUniversal to create a cultural moment with a content integration during the Paris Olympics, promotional spots with Olympic athletes, and a bespoke capsule collection supporting Team USA. Innovation is at the heart of every category with the hero item from Moose Toys, DM4’s Ultimate Fart Blaster, receiving a Best Toy award from Good Housekeeping and LEGO’s popular Brick Built Gru and Minions becoming a standout during the holiday season.
Moana 2 – The Walt Disney Company
Supporting the theatrical release of Moana 2, Disney rolled out a robust global product program, pivoting product strategy from series to tentpole theatrical support in only 11 months. The cross-category program built on the beloved Moana franchise and Moana 2 has sustained the momentum, hitting $1 billion at the box office. Product launched in key categories across 370 partners, including hardlines toys from Mattel, Jakks, LEGO, Funko, and American Girl; softlines apparel from Centric and Cakeworthy; home from Posh Peanut; and new consumables partners Better Sour and 100 Coconuts. The program garnered feature placement at retailers globally and sported a cross-enterprise marketing campaign, featuring an exclusive giveaway of more than one million Lorcana cards in over 460 theaters, mall takeovers, Minecraft downloadable content, and robust social support, including a LEGO trailer recreation.
Paddington – StudioCanal
Paddington’s brand program in 2024 showcases creativity, innovation, and global appeal. Paddington continues to captivate audiences with his universal message of kindness and acceptance, resonating deeply with fans across the globe. To further amplify this success, Paddington has partnered with high-profile brands such as Airbnb, Kayak, Fortnum & Mason, Fairy, Mastercard, KFC, FAO Schwartz, Waze, and more. These partnerships have driven buzz, offering unique experiences for fans. Apparel collections with Zara, H&M, GAP, Cath Kidston, Rowing Blazers (sold-out items), and a beauty collaboration with Jo Malone London (four billion reach) have expanded the brand’s reach. Additionally, gaming with Roblox (2.7 million visits) and the Paddington Bear Experience have engaged fans across categories. Paddington is a standout contender for the Licensing International Excellence Awards.
Peanuts – Peanuts Worldwide LLC
In 2024, Snoopy, Charlie Brown, and the rest of the gang soared to new heights in a banner year for Peanuts, which is celebrating its 75th Anniversary. ’75 Memorable Moments’ kicked off at San Diego Comic Con with an immersive activation and panel on the History of Peanuts in Animation, followed by over 80 themed corn mazes that popped up across North America. Further excitement was driven by Peanuts x Formula 1 at the Las Vegas Grand Prix, and a vintage-inspired apparel collection at Uniqlo. All of this was layered atop successful content launches, including Camp Snoopy and Welcome Home, Franklin (Apple TV+), and significant programs from Aeropostale and Kohl’s to Zara Home and Miniso. Peanuts love continues to surge across socials (82% YOY growth on TikTok), a Masked Singer episode themed to A Charlie Brown Thanksgiving (six million viewers/highest-rated and most-watched episode in two years), and a gangbusters holiday promotion with Chex.
Peppa Pig – Hasbro
Peppa Pig marked its 20th anniversary in 2024 with new ventures and collaborations. The year began with the launch of LEGO DUPLO Peppa Pig toys and experiences at Merlin Entertainments attractions, followed by the opening of Peppa Pig Theme Park Germany and the first-ever standalone Peppa Pig store in London. Peppa made waves in entertainment with Peppa’s Cinema Party, shown in more than 2,700 theaters across 17 countries, featuring new episodes and celebrity voices. The accompanying album garnered over 100,000 streams in its first week, and Peppa’s cover of Katy Perry’s “Roar” further boosted the brand’s message of kid confidence. Peppa Pig holds the streaming crown, being the top kids show on Netflix globally (H1 2024). Peppa’s licensed products span toys, apparel, home, F&B, and more across over 7,280 stores. With 10 seasons and a 20-year legacy, Peppa continues to inspire children globally, cementing its status as a cultural icon.
SpongeBob SquarePants – Paramount
To celebrate the 25th Anniversary of SpongeBob, we launched a global, year-long campaign with massive social engagement, unique CP and collaborations, and exhilarating on-the-ground activations. Meeting our core kid fandom where they’re plugged in, we integrated SpongeBob into the most popular online games like Fortnite and Roblox, allowing consumers to play with their favorite nautical characters across all new platforms. Our franchise collaborations kept SpongeBob in the zeitgeist with global partnerships with Crocs, Hey Dude, Cactus Plant Flea Market, Uniqlo, Funko, and so many more. Our mouth-watering, global Krabby Patty Kollab allowed fans to Eat Like a Sponge as our partners brought to life their interpretation of the Krabby Patty. This collaboration spanned over 136 local restaurants and an exclusive QSR partner with Wendy’s.
