By Gary Symons
TLL Editor in Chief
The global talent agency UTA is bringing a roster of new children’s IP to the North American International Toy Fair.
United Talent Agency’s slate of new children’s entertainment properties includes Gracie’s Corner, Bedtime Defenderz, Danny Go! And Norris Nuts.
UTA’s involvement bodes well for the licensing opportunities surrounding these new shows, as the agency is building off a variety of successful consumer products programs for Blippi and CoComelon.
Best known for representing Hollywood stars and top musicians, UTA is one of the world’s top licensing agencies by revenue, and has now established itself as a leader in the kids and family space. UTA is known for providing diverse, responsible, creative entertainment across businesses, including animation, touring, consumer products, publishing, digital, music and more.
At Toy Fair this year, UTA says it will work with the roster of clients for publishing and licensing opportunities across toy, educational products, brand partnerships and more. The new IP includes:
Gracie’s Corner: Gracie’s Corner is a popular YouTube animated sing-along series featuring an adolescent Black girl named Gracie, singing and dancing to catchy tunes on topics ranging from the ABCs to loving one’s hair. The series was created by Gracie, aka Graceyn Hollingsworth, and her parents Dr. Javoris Hollingsworth and Dr. Arlene Hollingsworth. “Gracie’s Corner” has surpassed two million YouTube subscribers, and viral moments from the brand include songs centered around loving one’s natural hair, celebrating Black history and respecting others.
Featuring sounds and music from the Black Diaspora, Gracie’s Corner YouTube channel has been viewed more than 1.2 billion times, which equates to a watch time of more than 111 million hours. Creative Kids will ship plush and electronic learning aids this year and Amy’s Card & Party Shoppe, LLC is selling customizable party goods on Etsy. The program will add toy, publishing, apparel and accessory licensees and a ‘24 summer tour is confirmed.
Bedtime Defenderz: Following the successful launch of the Bedtime Defenderz toy brand last year, Scentco is quickly expanding the property’s halo to include a 12-episode animation series on YouTube that will premiere in Fall 2023, as well as a children’s bedtime book series with audiobook versions. The company has also announced plans for adding licensing partners in bedding, bedtime apparel, home goods, stationery, and accessories to complement the brand’s core assets and make Bedtime Defenderz the must have brand for bedtime routines.
Danny Go!: DANNY GO! is a live-action educational children’s show filled with music, dancing and silliness. Created in 2019 by three childhood friends in Charlotte, North Carolina, DANNY GO! inspires learning and off-the-couch exercise through upbeat dance-along songs and episodes for kids ages 2 to 7. Now with 600K+ subscribers and 500M+ views, creating content for the channel has become all three founding members’ full-time jobs. The Floor is Lava & its sequel are the channel’s most popular videos, with 45M & 67M views to date.
Norris Nuts: In 2014, Australian Olympic Bronze Medalist Justin Norris and wife Brooke took to YouTube to begin documenting life as the “Norris Nuts.” With names like Sabre, Sockie, Biggy, Naz, Charm, and Disco, you might suspect that the Norris family isn’t your average family… and you’d be right! Sabre Norris, their eldest daughter, became an internet sensation after a video of her landing a 540° trick on a half-pipe went viral. Only 9 years old, Sabre was the third female in history and the first Australian female (of any age) to complete the one-and-a-half aerial rotation. Sabre’s younger siblings followed; the entire family are talented surfers and skaters.
The Norris family also uses their platform to share vlogs, challenges, gaming, cooking, and traveling. Their cheeky wit and warmth has won the hearts of over 27 million followers across all their social accounts. One of the most intriguing families of the new digital generation, the “Norris Nuts” have appeared on the Ellen DeGeneres Show & TODAY Show, and have partnered with tentpole brands such as Mattel, Disney, Lego, Ubisoft, Nintendo Switch, Hasbro, Crayola, Heinz, 7 Eleven, Cartoon Network, and Nerf.