By Gary Symons
TLL Editor in Chief
Once in a while we at TLL see a property that poses a great opportunity for licensees that we just have to point out.
The BBC smash hit Bluey was a great example, as that program, which we featured heavily at successive Licensing Expos, has exploded to become one of the top children’s shows in the world.
A new show debuting on April 5 on streamers and networks around the world, called Iyanu: Child of Wonder, is giving us a similar vibe, although the story itself puts us more in mind of the 2005 series Avatar: The Last Airbender, which still enjoys a 100% rating on Rotten Tomatoes.
Both series draw from a rich cultural base, that being Asian in the case of Avatar, and African for Iyanu, and both involve young people discovering not only great powers, but heavy responsibilities. In the case of Iyanu, the series is based on the Dark Horse/YouNeek Studios graphic novel series of the same name, and is drawn from the real-life Yoruba people of Nigeria.
The title character Iyanu is a seemingly ordinary teenaged orphan who spends her days studying history and ancient arts, but whose powers are awakened when she finds herself in danger. As she explores her new powers, not seen since the Age of Wonders, Iyanu embarks on a journey with two young friends to uncover the evil lurking in Yorubaland, and her destiny to save the world.
Iyanu Produced by Oscar-Winning Studio Lion Forge
The series is produced by the Oscar-winning studio Lion Forge Entertainment, which took home the award for their hit short animation Hair Love, who will be at the upcoming Toy Fair. Lion Forge has already signed deals for toys and games with Kidazzle, Resurrection Games and Brown Toy Box, but the company says it is planning an aggressive and broad licensing program that will cover the globe, thanks to its already broad distribution.
“When selecting partners for “Iyanu,” we look for those who don’t simply treat the
property as a project, but who truly embrace its essence and are genuinely excited to
bring it to life,” said Amy Taylor Boyett, Head of Franchise Development and Marketing & Commerce at Lion Forge.
“Kidazzle, Resurrection Games, and Brown Toy Box have done exactly that,” she adds. “In fully immersing themselves in the world of “Iyanu,” they haven’t just developed products, but dedicated themselves to understanding the culture, characters, and mythology at the core of the story. Their deep commitment to the narrative shines through in every phase of the process, and their passion has helped elevate the product and support the series.”
Taylor Boyett says the company is actively looking for partners who share its passion for story telling.
“The most successful partnerships are those where every partner is deeply invested in enhancing and expanding the story,” she said. “As one of the few large, Black-owned entertainment studios, we’re eager to continue partnering with companies that bring both their expertise and a shared passion for honoring diverse stories.
“Whether collaborating with Black-owned businesses or those from other backgrounds, our goal is to create something that resonates with global audiences while staying true to the cultural richness and authenticity at the heart of the series.”
Iyanu to Launch With Three Strong Toy and Game Licensees
Taylor Boyett says the partnerships with Kidazzle, Resurrection Games and Brown Toy Box are excellent examples of the type of collaborations the Iyanu team is looking for. “They have been a natural fit as we we look to bring the “Iyanu” universe to life in a way that resonates with fans and families worldwide,” she said. “These companies each bring something unique to the table, creating interactive, educational, and imaginative experiences that extend far beyond the screen.”
Kidazzle is a new toy company, founded by industry veteran Steve Rosenthal, that’s producing a diverse range of toys, including dolls, action figures, and role play accessories, offering kids an interactive way to engage with the series and its characters through imaginative play. Rosenthal says he was thrilled to have Iyanu as the company’s first Master Toy partner.
“We were immediately impressed with the depth of Iyanu’s story and characters,” Rosenthal said. “The intricate relationships, combined with adventure and action, make it truly special. Its broad appeal was also a key factor. As a new company, we wanted to make a strong market debut, and Iyanu offers us that opportunity.”
Resurrection Games, a new partner announced in late January, is producing a range of tabletop and card games, allowing fans to dive deeper into the story and mythology while enjoying a dynamic, family-friendly experience.
“We aim to make games for fans where the character and story sits at the center of the design,” said Resurrection president Brian Zander. “It’s also not a coincidence that more than one of our projects feature young, black female protagonists. When a project creates an opportunity to elevate stories from creators with diverse backgrounds, RG recognizes how important it is for young families to have games with characters that represent and inspire them.”
For that reason, Zander said working on Iyanu with Lion Forge was a natural fit. “When we take on a project we always start with two questions – what is the story for the fan base? and is there a game there? With IYANU both were evident right away.
Lion Forge: The Studio Forging More Diverse Programming in Animation
“We could clearly see the strength of what Lion Forge was doing with the animation and their commitment to the message, and after some research there is a rich world to create gameplay from.”
Brown Toy Box’ has taken on the task of creating innovative STEAM kits and educational products that will introduce children to science, technology, engineering, arts, and math (STEAM) concepts through Iyanu’s culturally rich narrative. These kits, focusing on specific characters and themes like engineering and chemistry, make learning fun while reinforcing the series’ core values of curiosity, empowerment, and perseverance.
CEO Terri Bradley is so excited about the story telling in Iyanu, that she describes the partnership as one of the most important moments for her company.
“This licensing deal is a pivotal moment for us,” Bradley said. “It not only expands our product line but also reinforces our commitment to celebrating diversity and cultural authenticity.
“More importantly, it allows us to marry educational play with STEAM principles—integrating science, technology, engineering, arts, and mathematics into culturally rich, hands-on experiences that inspire learning and creativity in every child.”
Toy Fair New York Comes At a Key Moment for Iyanu
The Toy Fair in New York comes at a pivotal moment for Lion Forge and the Iyanu series. The series will premiere on Cartoon Network on April 5, and the following day on MAX, with Showmax streaming the series starting June 13 across 44 African countries. ITVX will also bring Iyanu to the UK and
Ireland this summer.
We’re excited to be at Toy Fair to introduce Iyanu to a wider audience within the toy
and retail industries,” said Taylor Boyett. “This marks the first time we’re presenting to buyers, and it’s a great chance for us to find the right spaces for our amazing products to connect with
audiences.
“What makes this debut even more meaningful is the opportunity to bring the captivating world of African mythology to the licensing community,” she added. Iyanu offers a rich, culturally significant story and characters that we believe will resonate deeply with audiences and provide something truly unique and inspiring.”
Taylor Boyett says she also wants to inspire retail and licensing partners at the Toy Fair, which runs from March 1 to March 4 at the Jacob K. Javits Center in New York City. She promises partners will find Lion Forge is a partner that approaches licensing holistically, with a comprehensive and long-term vision.
We don’t just create content; we carefully plan and build around properties that have strong potential for expansion across multiple verticals,” Taylor Boyett explained. “With Iyanu, we’ve spent a significant amount of time building the foundation for the series, engaging with audiences well before its launch and connecting with them across cultural touchpoints that resonate on a deeper level. This kind of groundwork is rare in the industry, and it’s a key reason why we’re so excited about its debut.”
Licensees or retail partners interested in potential partnerships can reach out to Amy Taylor Boyett at this email: amy.taylorboyett@lionforge.com