Special Feature
Character Options
Pet shop toys Toy World spoke to Character Option’s marketing manager, Mark Hunt, and The Point 1888’s Gabbi Langdorf about new property Morphle.
Mark, tell us about Morphle – what’s it all about, who is it aimed at and what are its core strengths as a property? Morphle is a 2D animated comedy, adventure series for kids aged three to six. Available in 12 languages, it teaches lessons about friendship, problemsolving and creativity. Mila's dad runs a magic pet store and has gifted Morphle to his daughter. An energetic little red creature, Morphle can morph into anything: a puppy, a giant truck, a dinosaur or anything that Mila can imagine. Together, the best friends use Mila’s boundless imagination and Morphle’s powers to help the community and have plenty of adventures along the way.
What attracted Character Options to sign the brand? Morphle is an established brand within Moonbug
portfolio, which is capitalising on changing dynamics in kids’ media by taking IPs and transforming them into global franchises. They had exciting plans to take Morphle to the next level, and we believed we were best placed to create a toy range that supports that growth plan. With a story about a magical friendship that is perfect for pre-schoolers, Morphle has all the attributes we look for in a property and the potential to become a long-term success.
What have the viewing figures been like so far? We are in a strong position with Morphle. As well as reaching 24m subscribers on YouTube, achieving over 80m views this year in the UK alone, and increasing viewership across the EMEA markets month-by-month, Morphle is also available on the three biggest streaming platforms: Netflix, Prime Video and Apple TV+, ensuring that children can find Morphle on whichever platform they wish. This will be boosted by the launch of Morphle on terrestrial TV this winter, allowing a brand-new
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audience to follow Mila and Morphle on their adventures. One of the biggest trends to come out of the pandemic is that children are consuming content in a brand-new way. The rise of streaming means that our previous reliance on TV and prime slots isn't as necessary as it used to be. Moonbug has led the way in providing digital content to children around the world, and retail buyers have recognised that, and responded positively as a result. Terrestrial broadcast is still a huge benefit, and we're delighted that Morphle will be launching on terrestrial TV this winter, to complement the existing strong streaming presence.
How do you see Morphle fitting alongside the more established brands in your pre-school portfolio? Our pre-school portfolio has a healthy mix of classic and on trend properties: Peppa Pig, Fireman Sam, Ben & Holly’s Little Kingdom, Postman Pat and Teletubbies are all established and have a strong following. They feature characters that resonate with children, as well as storylines and messaging that pre-schoolers really engage with – just like Morphle. Morphle has everything we look for in a pre-school property and we see it fitting seamlessly alongside the other brands and enhancing our overall offering in this category.
