Animal-centric brand The Dodois releasing its first long-form family special with a show called “Summer at Home with Toby the Toad.”
The 30-minute live-action special was produced remotely and shares tips for families stuck inside for the summer, due to do the COVID-19 pandemic. It will stream on The Dodo’s YouTube channel before airing on the Dodo Kids channel.
The Dodo’s YouTube page currently has 6.5 million subscribers.
Kraft Macaroni & Cheese sponsored the special.
“The Dodo represents the new modern family, reaching 109 million parents every month globally. To that end, The Dodo’s positive and uplifting programming is inherently family friendly,” said Geoff Schiller, Chief Revenue Officer at Group Nine Media, home to The Dodo.
The special also features a reading of excerpts from The Dodo’s book “Pumpkin’s Story,” based on a miniature horse born with injured hooves that now uses two new legs to walk. The book came out of The Dodo’s partnership with Scholastic, announced last year.
"The Dodo really doubled down on its kids-first content in 2019. Oone major partnership was our IP licensing deal with Scholastic. To date, there are over 300,000 Dodo books in print with Scholastic,” Dave Glauber, creative lead, Dodo Kids, told Publishers Daily.
Since launching Dodo Kids last summer, the brand has continued to grow. Dodo Kids’ total views and watch time have grown more than 350% and 430%, respectively, between Q4 2019 and Q1 2020.
“Our stories are emotional and joyful and are all about getting kids to connect to animals and feel inspired by them. Dodo Kids really seems to be resonating now,” said Glauber.