‘Shadow High’ Video Release Strategy Blends Content and Commerce

Toy maker MGA Leisure keeps a shut observe on the superfans for its a lot of franchises by means of its YouTube channels and social media platforms.

The Rainbow Higher doll line has been a strike given that its debut in mid-2020. MGA has delivered a steady stream of short-variety content material by means of YouTube and a Netflix-certified sequence to burnish the brand that revolves around feminine characters who attend a undertaking arts significant school. It’s a key illustration of how content is starting to be commerce in new techniques past solution placement in a Saturday early morning cartoon exhibit. For Rainbow Higher, the storytelling executed by means of electronic material is woven into their execution and growth of the doll line.

“We experienced to generate the story driving the dolls to make them characters,” Anne Parducci, chief material officer for Chatsworth-primarily based MGA Leisure, told Wide variety. “We experienced to build a superior school and what this world would search like. Music and information was significant for Rainbow High since this brand is all about creativeness and self-expression.”

For absolutely sure, MGA also leans into releasing new music tied to its makes. The Rainbow Superior storyline has recently focused on the introduction of a friendly rival large faculty known as Shadow Substantial. A song produced in September in connection with the “Rainbow High” series Year 3 finale is whole of sassy get in touch with outs from the Shadow Superior gang to the “bougie substantial across the street” where by “everyone’s so perfect and so neat.” “The School Across the Street” performed well, which sparked MGA to stoke anticipation for an animated songs video clip, which dropped on Dec. 26.


MGA takes advantage of a combine of common Tv set, digital and social to generate sales for brand names that involve LOL Shock, Tiny Tikes, Bratz and Mermaze Mermaidz. But nothing at all stokes desire and engagement like fresh written content. The “Shadow High” video is packed with winks to the most ardent Rainbow Superior admirers.

Parducci notes that young children enjoy with dolls to act out their own imaginations, so it stands to motive that reliable specialist storytelling boosts the manufacturer. The music and songs video production reflect a wide collaboration amongst MGA insiders and employed tunesmiths and producers. The animation was created by Australian animation studio Pixel Zoo, which MGA acquired earlier this yr to assist further more expand its content operations.

“Our intention is to have kids interact with material as substantially as doable. That assists to get as a lot of eyeballs on our manufacturers as feasible,” Parducci claimed. “We have 360-degree perspective of this model that can interact them by means of written content and music and play at house.”

The Rainbow Superior dolls are aimed at the 6-10 child demographic. The material inevitably skews on the older side, towards the 8-10 demographic and has confirmed to have broader attraction with boys than the toy franchise itself. MGA will take the pulse of its fans by its devoted Rainbow Large channel on YouTube (about 676,000 followers) and it can make a level of preserving community-language YouTube channels for the franchise, which also allows stretch its information spending plan.

“We’re in a really exceptional placement right here. We can construct recognition quite speedily with a strategy that aligns our toys, licensing, media, new music and social technique all hitting at the exact same time,” she reported.

The target on written content extensions has been essential to the results of the Rainbow Large model. MGA has more to come, with IP-driven procedures in the works for the LOL Shock brand. The organization has also fully commited to its most ambitious primary collection creation to day, a remake of South Korean dinosaur sequence “Armored Saurus,” a mix of are living-motion and CG. The challenge is on monitor for a 2024 launch.