One of the world’s oldest global preschool entertainment brands has been given a tech makeover with the launch of Animoca Brands’ new e-book product. The company, Australia’s first listed mobile gaming firm, has completed its e-book pivot, launching its flagship e-book product Thomas & Friends: Read & Play.
The brand has a retail value of more than $1 billion; it was acquired by Mattel in 2011 from Hit Entertainment for $680 million. For Mattel, the product realises its ongoing strategy to digitise its popular brands, which include Barbie, Fisher-Price and Hot Wheels, and move beyond just being a toymaker. The e-learning market is forecast to grow annually by 17.81 per cent during the period 2016 – 2020.
Continuing its pivot into the e-learning market, Animoca Brands earlier this year partnered with DreamWorks Animation to co-create interactive e-books based on popular franchises, including Kung Fu Panda and the upcoming comedy Trolls.
The e-book is the first for Animoca Brands in its partnership with Mattel. The partnership has produced six mobile games based on popular Mattel franchises such as He-Man and Monster High.
It launches just weeks after an earlier e-book product, Trolls: Poppy Party ranked as the #1 paid children’s app in China. The e-book is the first for Animoca Brands in its partnership with Mattel. The partnership has produced six mobile games based on popular Mattel franchises such as He-Man and Monster High.
Quotes from Robby Yung, CEO of Animoca Brands: “Story time is one of the last frontiers of the current digital shift. Young children increasingly use mobile devices to learn. Thomas & Friends: Read & Play provides safe, entertaining and educational content based on one of the most popular children’s properties. We hope that it will reignite the magic of story time, and maybe even take it to the next level.
“The launch of this product also delivers a new revenue stream for the company. With subscription products, we’re able to add recurring revenue to our existing in-app purchases and advertising revenues.”
More about Thomas & Friends: Read & Play
- Unlike your a-typical ebook, Animoca Brand’s Thomas & Friends: Read & Play incorporates over 60 e-books, videos and interactive games.
- It operates on a subscription model, where users pay for access and the content is updated weekly. It costs $4.99 per month, or $49.99 per year.
- Thomas & Friends: Read & Play is available by subscription from the app store in Australia, New Zealand and the Asian region.
Twitter was forced to make the unprecedented decision to disable the ability of verified accounts to send tweets following a major hack. The hack saw Barack Obama, Joe Biden, Bill Gates, Elon Musk, Kanye West and Michael Bloomberg attempting to fool their millions of followers with a Bitcoin scam. As well as these major political […]
Acast Marketplace now has a virtual storefront. Advertisers can browse Acast’s global inventory of thousands of monetizable podcasts, and use search criteria to filter a list of shows that best fit their brief and budget. Filters include audience demographics such as age, gender and language, podcast subject categories, and more — and, once selected, the […]
Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]
The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]
Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]
As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media. She […]
Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]
A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]
Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]
“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]
oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]
New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]