NEW YORK — (September 1, 2021) — The Dodo, the no. 1 family inclusive brand globally [Source: Tubular Audience Ratings, June 2021], today announced the launch of its new “Family Room” entertainment destination designed for parents and their children to enjoy a co-viewing experience of the media brand’s beloved series and content. The Dodo represents the new modern family brand with its content that features animals front and center and the amazing experiences felt from the human and animal connection. The new “Family Room” vertical on The Dodo’s website is sponsored by Paramount+ and Target and will feature family-friendly video programming, children’s focused activities and parent-oriented content.
“The Dodo is a beloved media brand that creates entertaining, inspiring and positive content, which has attracted a massive audience of nearly 50M parents in the U.S.*,” said The Dodo’s President, YuJung Kim. “Parents are looking for a safe destination to enjoy family-friendly content alongside their children. Our hope is that through heartwarming animal-focused stories, ‘Family Room’ will become the go-to content destination for families looking to come together at home.”
A recent Group Nine research study found that 2 in 3 parents prefer watching short videos they can enjoy alongside their kids [source: Group Nine Dodo Kids Concept Test. Laboratory Nine audience panel. 139 total respondents, P18+. 2Q19], making “Family Room” an ideal destination to provide parents what they’re looking for as families spend more time together than ever before. The Dodo’s Family Room has something for everyone — from a video hub for kids and their parents to watch funny and uplifting stories to DIY activities the whole family can enjoy. Video content will include our best Dodo Kids programming, animal rescues where teens are the heroes, adventure stories that will have everyone on the edge of the sofa, and the sweetest friendships between kids and animals. Family Room written content will feature informational guides and activities ranging from “How to introduce a puppy to your kids,” “How to make a birdhouse out of a milk carton,” color-your-pet bookmarks, and “How to make a squirrel picnic table for your backyard,” among others.
“The definition of ‘family’ has shifted from years prior in that today, many people see their pets as a real member of the family,” said Group Nine CRO, Geoff Schiller. “With our ‘Family Room’ launch, The Dodo is uniquely positioned to truly own the family category with its massive audience of both pet parents but also human parents with young children. The Dodo is a must-buy for advertisers seeking a brand-safe, family-friendly destination with entertaining IP.”
The Dodo’s Family Room underscores the media brand’s commitment to creating original family-friendly, children’s storytelling. In 2019, The Dodo launched its children’s programming brand, “Dodo Kids,” with a dedicated YouTube channel tailored to kids three to eight years old. To date, Dodo Kids has amassed nearly 600,000 subscribers and 450M lifetime video views. Also in 2019, The Dodo partnered with Scholastic to create three children’s books titled “Pumpkin’s Story,” “50 Odd Couples,” and “Little But Fierce,” which are based on stories from The Dodo’s fan-favorite shows “Comeback Kids,” “Odd Couples,” and “Little But Fierce.” Additionally, in summer 2020, The Dodo created its first long-form family special, “Summer at Home with Toby the Toad,” to engage families stuck at home during the pandemic. That same year, The Dodo produced its first Netflix Kids series, IZZY’S KOALA WORLD, currently in its second season, which follows the life of 11-year old Izzy Bee as she rescues and rehabilitates koalas for release with the help of her parents. In 2021, The Dodo partnered with the Calm app to create new kids’ Sleep Stories featuring Dodo Kids characters. Also this year, The Dodo released its first app for Dodo Kids, which is presently sponsored by Paramount+.
*The Dodo reaches 50M parents in the U.S. inclusive of Latinx families and those with young children at home and families with kids ages 6-11 years old [source: Comscore, October 2020; Nielsen DCR, June 2020]. Paramount Pictures’ PAW Patrol: The Movie is available in theatres, and now streaming on Paramount+ (www.paramountplus.com).
About The Dodo:
The Dodo is the #1 animal brand globally on social [source: Tubular, January 2021]. We tell fun, entertaining, emotional stories about animals that make people laugh, cry happy tears, feel ALL the feels, and fall in love with animals. In December 2016, The Dodo joined forces with NowThis, Thrillist and Seeker to form Group Nine Media — the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020].
Paramount+, a direct-to-consumer digital subscription video on-demand and live streaming service from ViacomCBS, combines live sports, breaking news and a mountain of entertainment. The premium streaming service features an expansive library of original series, hit shows and popular movies across every genre from world-renowned brands and production studios, including BET, CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and the Smithsonian Channel. The service is also the streaming home to unmatched sports programming, including every CBS Sports event, from golf to football to basketball and more, plus exclusive streaming rights for major sports properties, including some of the world’s biggest and most popular soccer leagues. Paramount+ also enables subscribers to stream local CBS stations live across the U.S. in addition to the ability to stream ViacomCBS Streaming’s other live channels: CBSN for 24/7 news, CBS Sports HQ for sports news and analysis, and ET Live for entertainment coverage.