New York, NY (March 1, 2019) -- The Dodo, the no. 1 animal brand on digital and mobile, announced today its expansion into children’s programming with the launch of a new division, "Dodo Kids." "Dodo Kids" will develop episodic content aimed at children 11-years-old and younger, focusing on YouTube to start. The Dodo is currently recruiting a dedicated two-person-team (Story Editor and Video Editor) who will report to The Dodo’s Editorial Director, Ameena Schelling.
“The Dodo has always been about positivity and this is a logical extension of our brand. There is an undeniable bond between children and animals and Dodo Kids will tap into that connection to bring inspiring and entertaining stories to the next generation of animal lovers,” said The Dodo’s Founder and Chief Creative Officer, Izzie Lerer. “Every month, we reach 75 million parents -- who we think will be very excited to share The Dodo’s sensibility with their kids.”
According to a 2018 PEW Research Center study, 81% of all parents with children age 11 or younger reported that their children watch videos on YouTube. As the no. 1 animal publisher globally on YouTube for views and engagement (Source: Tubular, December 2018), The Dodo will launch "Dodo Kids" on YouTube as its core platform in the Spring of 2019, with OTT distribution to follow. The dedicated "Dodo Kids" team will leverage The Dodo’s existing videos to help inform and develop new original series that appeal to kids in a fun, engaging, emotionally-compelling way — while preserving The Dodo’s existing brand identity. The Dodo has subsequent plans to expand "Dodo Kids" into merchandising and book publishing.
About The Dodo:
The Dodo is the leading digital media brand for animal people. We’re committed to creating fun, entertaining, emotional animal-related content — everything from cute viral videos to heartwarming rescue stories and meaningful advocacy pieces. Our audience is everyone who loves animals, from people who are obsessed with their pets all the way to people dedicating their lives to making the world a better place for animals. The Dodo is part of Group Nine Media -- a top 10 global publisher.