Special Feature - Octonauts

Going above and beyond with with Octonauts

Silvergate’s Octonauts: Above & Beyond arrived on Netflix on 7th September, introducing audiences to new characters, new vehicles and new environments as the intrepid crew takes its adventures onto land for the first time ever. A week after the release, Toy World spoke to Lisa Macdonald, senior vice president CP and TV Sales, North America, EMEA, Aus/NZ, Silvergate Media, and Joe Smith, senior director of Global Marketing, Licensed Brands, Moose Toys, about the property’s new direction and what it offers its master toy partner in terms of development potential.

To date, how would Silvergate summarise the performance of the Octonauts property?

Lisa: Octonauts is a globally successful pre-school IP which benefits from a very well established international fanbase. We know that this audience is still growing, and our social media channels show us that the appetite for new Octonauts content, as well as toys, remains high. Over the last 12 months, we’ve created and released three Netflix original Octonauts movies, which have been well-received and have answered the call for new content.

Octonauts: Above & Beyond has also answered that call, and it’s looking like it’s struck a major chord with audiences so far. The early numbers for Octonauts: Above & Beyond are encouraging; currently it’s in the Top 3 in the UK and USA, and in the Top 2 in Australia, and has been since launch last week. There’s always an element of luck when introducing a new property – what else is hitting screens at the same time, what audiences are into at that moment – but we’ve worked closely with Netflix to promote the launch, and with the demand we know is there for new Octonauts content, Above & Beyond is off to a great start.

How does the new series build on the success of Octonauts?

Lisa: Above & Beyond enlarges the reach of the Octonauts, as we’re officially taking their mission onto land to the first time. I must give a well-deserved shout-out to our production team, which has done a fantastic job of introducing new narratives, locations, characters and vehicles that reflect the land-based focused of the new series.

The new series remains true to the original Octonauts values: superb storytelling, educational narratives and compelling characters that cross cultural divides. This combination has always been a winning one amongst kids and their parents. Water remains important to the Octonauts, even when they move onto land; the first episode focuses on the impact of droughts, and how elephants find water using their trunks. The series welcomes a new character, Paani, a hydrologist. He’s not quite as maverick as Kwazii or as level-headed as Barnacles, and he really stands out. Dashi, meanwhile, one of the existing crew members, has been given a larger leadership role.

It will also become evident when Moose’s master toy range launches that the new master toy range combines both old and new Octonauts elements. Our previous four seasons still drive a massive viewership in the UK on CBeebies, Netflix, YouTube and other SVOD platforms. We’ve said all along that Above & Beyond is an evolution, not a revolution. We wanted to gently move the themes and storylines along whilst remaining respectful to what our fans know and love, and what has made Octonauts such a success so far.

You’ve talked about new characters and character development, but what can audiences expect to see in terms of new vehicles?

Lisa: We’re using Above & Beyond to reinvigorate our global licensing programme. The new landbased missions introduce fresh play patterns that offer exciting opportunities for toy development, which Moose will maximise upon. Vehicles will form the backbone of the Octonauts toy range. Stand-out among these will be the new Octonauts mobile HQ, the Octoray – it’s an amazing vehicle and I can’t wait to see it come to life as a toy – which will be supported by a new land-based fleet of vehicles called Terra Gups. The Terra Gups can climb mountains, dig tunnels, sail over sand dunes, navigate dense jungles and much more, so there’s a real variety of play patterns on offer, all of which sitnicely alongside the core underwater suite of Gups seen throughout the first four seasons.

What sets Octonauts apart from other animated pre-school properties?

Lisa: Fantastic storytelling and adventure are central to Octonauts’ DNA, and its compelling characters draw children in even more deeply. But because it’s set against a real-world backdrop, with real animals and environments bolstered by real science, there’s an educational narrative to each episode. This, to me, is where the magic happens. Kids love watching and acting out the storylines, and parents are happy in the knowledge that their children are being both entertained and educated about the natural world. Children know when they’re being hit over the head with something that’s supposed to be good for them, but they tend to love learning about animals. As a learning theme, animals are integral to the world around us, and they always inspire curiosity.

I’d also say that a decade on from when the property first launched, there are many more conversations taking place regarding the natural world and its inhabitants - so Octonauts content is more topical and relevant than it has ever been.

Moose Toys will be master toy partner from 2022 – why was Moose keen to on-board with this property?

Joe: Octonauts has high-octane action, fun characters and stunning creative. It’s a truly global brand with strong international appeal, our markets can’t wait to bring the toys to shelf. With our ongoing strength in pre-school, via Bluey and Kindi Kids, Octonauts is an excellent strategic addition to our growing portfolio.

Which elements of Octonauts Above & Beyond is Moose most excited about when looking at toy development?

Joe: Where do I begin? The whole world of Octonauts wants to be a toy. There are iconic characters, a fleet of cool Gup vehicles and unique play patterns to enjoy. The new mobile headquarters, the Octoray, will stand out on-shelf. Safe to say, our development pipeline is full for years to come.

Where and when can the trade view the moose toys master toy range?

Joe: We look forward to unveiling the entire Octonauts 2022 range early next year.