Latest / Kids Media Club Podcast / BeddyByes: Building a Preschool Franchise from the Ground Up — Live from KidsScreen

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BeddyByes: Building a Preschool Franchise from the Ground Up — Live from KidsScreen · Kids Media Club Podcast

• 0:05
  Hey
• 0:05
  there,
• 0:06
  Andy
• 0:06
  Williams
• 0:06
  here.
• 0:07
  Now,
• 0:07
  this
• 0:07
  is
• 0:08
  a
• 0:08
  slight
• 0:08
  change
• 0:09
  to
• 0:09
  our
• 0:09
  normal
• 0:10
  service.
• 0:10
  The
• 0:10
  upcoming
• 0:11
  episode
• 0:11
  is
• 0:11
  a
• 0:12
  live
• 0:12
  recording
• 0:12
  of
• 0:13
  a
• 0:13
  panel
• 0:14
  on
• 0:14
  the
• 0:14
  new
• 0:14
  preschool
• 0:15
  IP
• 0:15
  BeddyByes,
• 0:16
  which
• 0:17
  Emily
• 0:17
  and
• 0:17
  I
• 0:18
  moderated
• 0:19
  and
• 0:19
  co
• 0:19
  hosted
• 0:20
  at
• 0:20
  KidsScreen
• 0:21
  in
• 0:21
  sunny
• 0:22
  San
• 0:22
  Diego.
• 0:23
  Unfortunately,
• 0:23
  Jo
• 0:24
  can
• 0:24
  be
• 0:24
  with
• 0:24
  us
• 0:24
  as
• 0:25
  she
• 0:25
  was
• 0:25
  hosting
• 0:25
  a
• 0:26
  session
• 0:26
  herself
• 0:26
  at
• 0:27
  MIP
• 0:27
  London.
• 0:28
  Anyway,
• 0:28
  without
• 0:29
  further
• 0:29
  ado,
• 0:29
  here's
• 0:30
  our
• 0:30
  panel
• 0:31
  on
• 0:31
  BeddyByes
• 0:31
  at
• 0:32
  Kidscreen.
• 0:41
  Welcome
• 0:42
  everyone.
• 0:43
  This
• 0:43
  is
• 0:43
  our
• 0:44
  session
• 0:44
  on
• 0:44
  BeddyBys.
• 0:45
  Just
• 0:45
  a
• 0:45
  quick
• 0:46
  heads
• 0:46
  up
• 0:46
  before
• 0:47
  we
• 0:47
  get
• 0:48
  into
• 0:48
  it.
• 0:48
  This
• 0:49
  is
• 0:49
  also
• 0:49
  going
• 0:49
  to
• 0:49
  double
• 0:49
  up
• 0:50
  as
• 0:50
  a
• 0:51
  recorded
• 0:51
  live
• 0:52
  episode
• 0:52
  of
• 0:52
  the
• 0:52
  Kids
• 0:53
  Media
• 0:53
  Club
• 0:54
  podcast.
• 0:54
  So
• 0:55
  any
• 0:56
  cheers
• 0:56
  or
• 0:57
  claps
• 0:57
  will
• 0:58
  be
• 0:58
  on
• 0:58
  the
• 0:58
  episode
• 0:59
  and
• 0:59
  will
• 0:59
  be
• 0:59
  warmly
• 1:00
  received.
• 1:01
  Can
• 1:01
  you.
• 1:06
  There
• 1:06
  is
• 1:06
  an
• 1:06
  audience
• 1:07
  out
• 1:07
  there.
• 1:07
  This
• 1:07
  isn't
• 1:07
  just
• 1:08
  a
• 1:08
  fever
• 1:08
  dream.
• 1:09
  Yeah,
• 1:10
  great.
• 1:10
  Really
• 1:10
  great
• 1:10
  to
• 1:10
  be
• 1:11
  speaking
• 1:11
  to
• 1:11
  the
• 1:11
  Beddybyes
• 1:12
  team
• 1:12
  today.
• 1:14
  This
• 1:14
  is
• 1:14
  Andy
• 1:14
  Williams,
• 1:15
  I'm
• 1:15
  Emily
• 1:15
  Horgan.
• 1:16
  We
• 1:16
  are
• 1:16
  the
• 1:16
  hosts
• 1:16
  of
• 1:16
  the
• 1:16
  Kids
• 1:17
  Media
• 1:17
  Club
• 1:17
  podcast
• 1:18
  and
• 1:18
  we
• 1:18
  speak
• 1:19
  about
• 1:19
  loads
• 1:19
  of
• 1:19
  the
• 1:20
  themes
• 1:20
  that
• 1:21
  this
• 1:21
  franchise
• 1:21
  is
• 1:22
  embodying
• 1:22
  at
• 1:22
  this
• 1:22
  stage.
• 1:23
  We
• 1:23
  speak
• 1:23
  about
• 1:24
  everything
• 1:24
  everywhere.
• 1:25
  Distribution,
• 1:26
  we
• 1:26
  think
• 1:26
  we
• 1:27
  speak
• 1:27
  about,
• 1:27
  you
• 1:28
  know,
• 1:28
  building
• 1:28
  the
• 1:29
  rocket
• 1:29
  ship
• 1:29
  in
• 1:29
  real
• 1:29
  time.
• 1:31
  And
• 1:31
  so
• 1:31
  we're
• 1:31
  really
• 1:31
  excited
• 1:32
  to
• 1:32
  get
• 1:32
  into
• 1:33
  the
• 1:33
  case
• 1:33
  study
• 1:33
  here
• 1:34
  today.
• 1:34
  Beddybyesers
• 1:35
  is
• 1:36
  a
• 1:36
  new
• 1:36
  IP
• 1:36
  coming
• 1:36
  from
• 1:37
  Jam
• 1:37
  Media.
• 1:39
  They've
• 1:39
  made
• 1:40
  lots
• 1:40
  of
• 1:40
  great
• 1:40
  moves
• 1:41
  in
• 1:41
  terms
• 1:41
  of
• 1:41
  setting
• 1:41
  up
• 1:42
  the
• 1:42
  distribution
• 1:43
  the
• 1:44
  toy
• 1:45
  around
• 1:45
  what
• 1:46
  success
• 1:46
  for
• 1:46
  a
• 1:47
  franchise
• 1:47
  can
• 1:47
  look
• 1:47
  like.
• 1:48
  And
• 1:49
  I
• 1:49
  think
• 1:49
  in
• 1:50
  today's
• 1:50
  climate,
• 1:51
  having
• 1:51
  an
• 1:51
  original
• 1:51
  IP
• 1:52
  coming
• 1:52
  through
• 1:52
  with
• 1:52
  so
• 1:52
  much
• 1:53
  potential
• 1:53
  is
• 1:53
  definitely
• 1:54
  something
• 1:54
  worth
• 1:55
  spotlighting.
• 1:55
  So
• 1:56
  that's
• 1:56
  what
• 1:56
  we're
• 1:56
  here
• 1:56
  to
• 1:56
  do
• 1:56
  today.
• 1:59
  Really
• 1:59
  delighted
• 2:00
  to
• 2:00
  have
• 2:00
  the
• 2:00
  team
• 2:00
  with
• 2:01
  us.
• 2:01
  Could
• 2:01
  I
• 2:02
  do
• 2:02
  a
• 2:02
  quick
• 2:02
  intro
• 2:02
  down
• 2:03
  the
• 2:03
  line
• 2:03
  and
• 2:05
  who
• 2:05
  you
• 2:05
  are
• 2:05
  and
• 2:05
  what
• 2:06
  you
• 2:06
  are
• 2:06
  doing
• 2:06
  on
• 2:06
  Beddy
• 2:07
  Buys?
• 2:07
  That
• 2:07
  would
• 2:07
  be
• 2:08
  great.
• 2:08
  So
• 2:09
  let's
• 2:09
  start
• 2:09
  off.
• 2:10
  I'm
• 2:10
  Vienna
• 2:10
  Downs
• 2:11
  and
• 2:12
  I
• 2:12
  work
• 2:12
  for
• 2:12
  Blueant
• 2:13
  Media,
• 2:13
  formerly
• 2:14
  Thunderbird
• 2:14
  Entertainment.
• 2:16
  I
• 2:16
  am
• 2:16
  responsible
• 2:17
  for
• 2:17
  consumer
• 2:18
  products
• 2:18
  and
• 2:18
  licensing
• 2:19
  and
• 2:20
  my
• 2:20
  role
• 2:20
  in
• 2:20
  building
• 2:21
  the
• 2:21
  Beddybyess
• 2:22
  brand
• 2:22
  is
• 2:23
  to
• 2:23
  help
• 2:23
  take
• 2:24
  the
• 2:25
  storyline
• 2:26
  from
• 2:26
  the
• 2:26
  screen
• 2:27
  into
• 2:27
  parents
• 2:28
  and
• 2:28
  kids
• 2:29
  hands.
• 2:29
  So
• 2:29
  that's
• 2:30
  consumer
• 2:30
  products.
• 2:31
  So
• 2:32
  that's
• 2:32
  what
• 2:32
  I
• 2:32
  want
• 2:32
  to
• 2:32
  do
• 2:33
  is
• 2:33
  to
• 2:33
  extend
• 2:33
  the
• 2:34
  wonderful
• 2:34
  storytelling
• 2:35
  that
• 2:35
  John
• 2:35
  has
• 2:36
  created
• 2:36
  and
• 2:37
  bring
• 2:37
  it
• 2:37
  into
• 2:37
  homes
• 2:37
  every
• 2:38
  day.
• 2:39
  I'm
• 2:40
  Richard
• 2:40
  Goldsmith,
• 2:42
  EVP
• 2:43
  of
• 2:43
  kids
• 2:43
  and
• 2:43
  family
• 2:44
  sales
• 2:44
  and
• 2:44
  brands
• 2:45
  for
• 2:45
  Blue
• 2:45
  Ant.
• 2:47
  John
• 2:48
  as
• 2:48
  the
• 2:48
  dad
• 2:49
  and
• 2:49
  I'm
• 2:49
  Uncle
• 2:50
  Richard
• 2:50
  to
• 2:50
  the
• 2:51
  brand.
• 2:52
  I
• 2:52
  manage
• 2:53
  the
• 2:54
  worldwide
• 2:55
  media
• 2:55
  sales
• 2:56
  and
• 2:57
  the
• 2:57
  brand.
• 2:57
  Turn
• 2:58
  it
• 2:58
  over
• 2:58
  to
• 2:58
  John.
• 2:59
  Thanks
• 3:00
  Unk.
• 3:01
  Yeah,
• 3:01
  I'm
• 3:02
  John
• 3:02
  Rice.
• 3:03
  I'm
• 3:04
  CEO
• 3:04
  of
• 3:05
  Jam
• 3:05
  Media
• 3:06
  and
• 3:06
  co
• 3:06
  creator
• 3:07
  and
• 3:07
  executive
• 3:08
  producer
• 3:09
  on
• 3:09
  Buddy
• 3:10
  Vice.
• 3:11
  Delighted
• 3:11
  to
• 3:11
  be
• 3:11
  here.
• 3:12
  Awesome
• 3:13
  to
• 3:13
  have
• 3:13
  everyone
• 3:13
  here.
• 3:13
  We're
• 3:14
  really
• 3:14
  excited
• 3:14
  to
• 3:14
  get
• 3:14
  into
• 3:14
  the
• 3:15
  conversation.
• 3:15
  I
• 3:15
  need
• 3:16
  to
• 3:16
  warn
• 3:16
  the
• 3:16
  audience
• 3:17
  that
• 3:17
  when
• 3:17
  we
• 3:18
  ran,
• 3:18
  when
• 3:18
  we
• 3:19
  did
• 3:19
  run
• 3:19
  throughs
• 3:19
  for
• 3:19
  this
• 3:20
  panel,
• 3:20
  there
• 3:20
  is
• 3:20
  so
• 3:20
  much
• 3:21
  meat
• 3:21
  to
• 3:21
  get
• 3:21
  through
• 3:21
  in
• 3:21
  the
• 3:21
  conversation.
• 3:22
  So
• 3:22
  if
• 3:22
  we
• 3:22
  don't
• 3:22
  get
• 3:22
  to
• 3:22
  questions,
• 3:23
  the
• 3:23
  guys
• 3:24
  will
• 3:24
  be
• 3:24
  here
• 3:24
  afterwards.
• 3:26
  But
• 3:26
  let's
• 3:27
  show
• 3:27
  you
• 3:27
  what
• 3:28
  we're
• 3:28
  talking
• 3:28
  about.
• 3:28
  We've
• 3:29
  got
• 3:29
  a
• 3:29
  video
• 3:29
  for
• 3:29
  Bebbybyes
• 3:30
  here
• 3:31
  to
• 3:32
  show
• 3:32
  the
• 3:32
  audience
• 3:32
  in
• 3:32
  case
• 3:32
  you
• 3:32
  haven't
• 3:33
  caught
• 3:33
  it.
• 3:33
  This
• 3:33
  wonderful
• 3:34
  show.
• 3:34
  So
• 3:35
  hopefully
• 3:35
  we
• 3:35
  can
• 3:35
  roll
• 3:36
  the
• 3:36
  video
• 3:36
  with
• 3:37
  seamlessly
• 3:38
  right
• 3:39
  now.
• 3:39
  Hello,
• 3:40
  my
• 3:40
  name
• 3:41
  is
• 3:41
  Mimo
• 3:42
  and
• 3:42
  this
• 3:42
  is
• 3:42
  my
• 3:43
  best
• 3:43
  friend
• 3:44
  Baba.
• 3:45
  Hello.
• 3:46
  We
• 3:46
  live
• 3:47
  on
• 3:47
  planet
• 3:48
  Baddie
• 3:48
  Pies
• 3:50
  and
• 3:50
  these
• 3:51
  are
• 3:51
  the
• 3:51
  tweeties.
• 3:52
  The
• 3:53
  tick
• 3:53
  tock
• 3:53
  clock
• 3:54
  always
• 3:55
  tells
• 3:55
  us
• 3:55
  what
• 3:56
  time
• 3:56
  it
• 3:56
  is.
• 3:57
  He
• 3:58
  go
• 3:58
  on
• 3:58
  big
• 3:59
  adventures
• 4:00
  with
• 4:00
  Go
• 4:00
  Go
• 4:01
  who
• 4:01
  can
• 4:02
  change
• 4:02
  into
• 4:02
  a
• 4:03
  plane,
• 4:04
  a
• 4:04
  rocket
• 4:05
  or
• 4:06
  a
• 4:06
  helicopter.
• 4:09
  When
• 4:09
  it's
• 4:09
  playtime,
• 4:10
  we
• 4:11
  visit
• 4:11
  the
• 4:12
  play
• 4:12
  tree.
• 4:14
  We
• 4:14
  get
• 4:14
  to
• 4:14
  choose
• 4:15
  a
• 4:15
  fun
• 4:15
  toy
• 4:15
  to
• 4:16
  play
• 4:16
  with.
• 4:16
  Yay.
• 4:18
  Three
• 4:18
  things
• 4:18
  to
• 4:18
  choose
• 4:19
  from.
• 4:19
  We
• 4:20
  have
• 4:20
  so
• 4:21
  much
• 4:21
  fun.
• 4:28
  Gorgeous.
• 4:30
  John,
• 4:30
  could
• 4:30
  you
• 4:31
  just
• 4:31
  talk
• 4:31
  a
• 4:31
  little
• 4:31
  bit
• 4:32
  about
• 4:32
  what
• 4:32
  inspired
• 4:33
  the
• 4:33
  show
• 4:33
  and
• 4:33
  the
• 4:34
  kind
• 4:34
  of
• 4:34
  the
• 4:35
  development
• 4:36
  of
• 4:36
  the
• 4:36
  idea?
• 4:37
  Sure.
• 4:37
  I
• 4:37
  mean,
• 4:38
  I
• 4:38
  suppose
• 4:38
  that
• 4:39
  in
• 4:39
  households
• 4:41
  with
• 4:41
  kind
• 4:42
  of
• 4:42
  very
• 4:42
  young
• 4:42
  preschoolers,
• 4:44
  bedtime
• 4:44
  is
• 4:44
  often
• 4:45
  the
• 4:45
  most,
• 4:46
  sorry,
• 4:46
  the
• 4:46
  most
• 4:48
  emotionally
• 4:48
  loaded
• 4:49
  part
• 4:49
  of
• 4:50
  the
• 4:50
  day.
• 4:51
  And
• 4:52
  both
• 4:52
  myself
• 4:52
  and
• 4:52
  the
• 4:53
  co
• 4:53
  creator
• 4:53
  of
• 4:53
  Betty
• 4:54
  Boys,
• 4:54
  Alan
• 4:54
  Shannon,
• 4:56
  were
• 4:56
  experiencing
• 4:56
  this
• 4:57
  ourselves.
• 4:57
  About
• 4:57
  four
• 4:58
  years
• 4:58
  ago
• 4:58
  we
• 4:58
  had
• 4:59
  a
• 4:59
  two
• 4:59
  year
• 4:59
  old
• 5:00
  and
• 5:00
  a
• 5:00
  three
• 5:00
  year
• 5:00
  old
• 5:00
  in
• 5:00
  our
• 5:00
  respective
• 5:01
  households
• 5:02
  and
• 5:02
  it
• 5:02
  was
• 5:02
  locked
• 5:03
  down
• 5:03
  and
• 5:03
  of
• 5:03
  course
• 5:04
  all
• 5:04
  routine
• 5:04
  kind
• 5:04
  of
• 5:05
  went
• 5:05
  out
• 5:05
  the
• 5:05
  window
• 5:05
  with
• 5:05
  lockdown.
• 5:06
  And
• 5:07
  we
• 5:07
  were
• 5:07
  looking
• 5:08
  for,
• 5:08
  I
• 5:08
  suppose,
• 5:08
  nourishing
• 5:09
  content
• 5:09
  that
• 5:10
  might
• 5:10
  help
• 5:11
  our
• 5:11
  kids
• 5:12
  to
• 5:12
  wind
• 5:12
  on
• 5:13
  a
• 5:13
  little
• 5:13
  bit
• 5:14
  before
• 5:16
  bed
• 5:16
  basically.
• 5:17
  And
• 5:18
  we
• 5:18
  found
• 5:18
  that
• 5:18
  there
• 5:18
  was
• 5:19
  this
• 5:19
  real
• 5:19
  scarcity
• 5:20
  of
• 5:20
  it
• 5:21
  and
• 5:21
  we
• 5:22
  found
• 5:22
  from
• 5:22
  talking
• 5:23
  to
• 5:23
  other
• 5:23
  parents
• 5:24
  and
• 5:24
  ourselves
• 5:24
  that
• 5:25
  often
• 5:25
  parents
• 5:26
  quite
• 5:26
  guiltily
• 5:26
  sometimes
• 5:27
  go
• 5:28
  head
• 5:28
  to
• 5:28
  YouTube
• 5:29
  where
• 5:29
  often
• 5:30
  the
• 5:30
  content
• 5:30
  probably
• 5:31
  isn't
• 5:31
  geared
• 5:32
  for
• 5:32
  more
• 5:32
  mindful
• 5:33
  experiences.
• 5:35
  Often
• 5:35
  it's,
• 5:35
  it's
• 5:36
  high
• 5:36
  energy,
• 5:36
  high
• 5:36
  octane,
• 5:37
  bright
• 5:37
  primary
• 5:38
  colors.
• 5:39
  And
• 5:39
  we
• 5:39
  just
• 5:39
  saw
• 5:40
  that
• 5:40
  there
• 5:40
  was
• 5:41
  a
• 5:41
  gap
• 5:41
  in
• 5:42
  the
• 5:42
  market,
• 5:43
  you
• 5:43
  know,
• 5:43
  for
• 5:44
  this
• 5:44
  kind
• 5:44
  of
• 5:45
  content.
• 5:45
  And
• 5:45
  this
• 5:46
  underserved
• 5:47
  audience
• 5:47
  deserved
• 5:48
  a
• 5:48
  little
• 5:48
  bit
• 5:49
  better
• 5:49
  than,
• 5:49
  you
• 5:50
  know,
• 5:50
  the
• 5:50
  vast
• 5:50
  majority
• 5:50
  of
• 5:51
  stuff
• 5:51
  that
• 5:51
  is
• 5:52
  out
• 5:52
  there.
• 5:52
  They
• 5:52
  do
• 5:52
  represent
• 5:53
  about
• 5:53
  5%
• 5:54
  of
• 5:54
  the
• 5:54
  world's
• 5:54
  population.
• 5:55
  And
• 5:55
  yet
• 5:56
  there
• 5:56
  wasn't,
• 5:56
  you
• 5:57
  know,
• 5:57
  content
• 5:57
  that
• 5:57
  was
• 5:58
  being
• 5:58
  designed
• 5:58
  specifically
• 5:59
  to
• 5:59
  cater
• 5:59
  for
• 6:00
  this
• 6:00
  part
• 6:00
  of
• 6:00
  their
• 6:01
  needs.
• 6:02
  So
• 6:03
  we
• 6:03
  set
• 6:03
  about
• 6:04
  creating
• 6:04
  Beddybyes.
• 6:05
  Really
• 6:05
  though
• 6:06
  I
• 6:06
  suppose
• 6:06
  that
• 6:06
  the
• 6:06
  inspiration
• 6:07
  came
• 6:07
  through
• 6:07
  it
• 6:08
  from,
• 6:08
  you
• 6:09
  know,
• 6:09
  we've
• 6:09
  been
• 6:09
  in
• 6:09
  business
• 6:10
  for
• 6:10
  25
• 6:10
  years
• 6:11
  creating
• 6:11
  entertainment
• 6:12
  brands
• 6:12
  for
• 6:12
  kids,
• 6:13
  but
• 6:13
  this
• 6:13
  one
• 6:14
  we
• 6:14
  approached
• 6:14
  slightly
• 6:15
  differently
• 6:15
  in
• 6:15
  that
• 6:16
  we
• 6:16
  were
• 6:16
  Looking
• 6:16
  to
• 6:17
  solve
• 6:17
  a
• 6:18
  real
• 6:18
  world
• 6:18
  problem
• 6:18
  that
• 6:19
  we
• 6:19
  were
• 6:19
  actually
• 6:19
  having.
• 6:21
  So
• 6:22
  it
• 6:22
  became
• 6:22
  something
• 6:22
  kind
• 6:23
  of
• 6:23
  bigger
• 6:23
  as
• 6:24
  a
• 6:24
  result
• 6:24
  of
• 6:24
  a
• 6:25
  problem
• 6:25
  trying
• 6:25
  to
• 6:25
  be
• 6:25
  solved
• 6:26
  than
• 6:26
  an
• 6:27
  actual
• 6:28
  problem.
• 6:28
  Entertainment.
• 6:29
  Yeah.
• 6:29
  And
• 6:29
  it's
• 6:30
  that
• 6:30
  routine
• 6:30
  driven
• 6:31
  thing.
• 6:31
  I
• 6:31
  think,
• 6:32
  like,
• 6:32
  that
• 6:32
  was
• 6:32
  when.
• 6:33
  When
• 6:33
  Beddybyess
• 6:34
  came
• 6:34
  on
• 6:34
  my
• 6:34
  radar
• 6:34
  and
• 6:34
  we
• 6:34
  spoke
• 6:35
  about
• 6:35
  it
• 6:35
  for
• 6:35
  the
• 6:35
  first
• 6:35
  time.
• 6:35
  That
• 6:36
  was
• 6:36
  the
• 6:36
  thing
• 6:36
  that
• 6:36
  resonated
• 6:37
  with
• 6:37
  me
• 6:37
  immediately.
• 6:38
  In
• 6:38
  the
• 6:38
  world
• 6:38
  of
• 6:39
  on
• 6:39
  demand,
• 6:39
  we've
• 6:40
  forgotten
• 6:40
  that
• 6:40
  kids
• 6:41
  have
• 6:41
  routines
• 6:41
  and
• 6:42
  programming
• 6:42
  and
• 6:43
  media
• 6:43
  can
• 6:43
  be
• 6:43
  a
• 6:43
  great
• 6:43
  help
• 6:44
  around
• 6:44
  those
• 6:44
  moments.
• 6:45
  And
• 6:46
  I
• 6:46
  think,
• 6:46
  Betty,
• 6:46
  like
• 6:46
  you
• 6:46
  said,
• 6:47
  the
• 6:47
  gap
• 6:47
  in
• 6:47
  the
• 6:47
  market,
• 6:48
  even
• 6:48
  though
• 6:48
  it's
• 6:49
  we
• 6:49
  live
• 6:49
  in
• 6:49
  an
• 6:49
  on
• 6:49
  demand
• 6:50
  era,
• 6:50
  bedtime
• 6:51
  still
• 6:51
  happens.
• 6:52
  It
• 6:52
  does.
• 6:52
  And
• 6:53
  nap
• 6:53
  time,
• 6:53
  I
• 6:53
  mean,
• 6:53
  sometimes
• 6:54
  bedtime
• 6:54
  can
• 6:54
  occur
• 6:55
  two
• 6:55
  or
• 6:55
  three
• 6:55
  times
• 6:55
  in
• 6:56
  a
• 6:56
  day
• 6:56
  for
• 6:56
  the
• 6:56
  very
• 6:57
  young.
• 6:57
  Yeah,
• 6:58
  yeah.
• 6:59
  And
• 6:59
  it
• 6:59
  is
• 6:59
  a
• 6:59
  show
• 6:59
  that
• 7:00
  I
• 7:00
  think
• 7:00
  that
• 7:01
  is
• 7:01
  there
• 7:01
  for
• 7:01
  an
• 7:02
  on
• 7:02
  demand
• 7:02
  world.
• 7:03
  I
• 7:03
  think
• 7:03
  that
• 7:04
  previously
• 7:05
  that
• 7:05
  there
• 7:05
  probably
• 7:05
  wasn't
• 7:05
  that
• 7:06
  much
• 7:06
  content
• 7:06
  created
• 7:07
  for
• 7:07
  this
• 7:07
  age
• 7:07
  group.
• 7:07
  Because
• 7:08
  often,
• 7:09
  you
• 7:09
  know,
• 7:09
  around
• 7:09
  the
• 7:10
  world,
• 7:10
  they
• 7:10
  don't
• 7:10
  measure
• 7:10
  audiences
• 7:11
  below
• 7:11
  the
• 7:11
  age
• 7:12
  of
• 7:12
  four.
• 7:12
  So
• 7:12
  if
• 7:12
  they
• 7:13
  don't
• 7:13
  measure
• 7:13
  them,
• 7:13
  they
• 7:13
  don't
• 7:14
  exist.
• 7:15
  A
• 7:15
  lot
• 7:15
  of
• 7:16
  linear
• 7:16
  broadcasters
• 7:17
  don't
• 7:17
  have
• 7:17
  bedtime
• 7:18
  slots,
• 7:18
  so
• 7:19
  it's
• 7:19
  hard
• 7:20
  to
• 7:21
  fit
• 7:21
  into
• 7:21
  their
• 7:21
  schedules.
• 7:23
  But
• 7:23
  this
• 7:23
  is
• 7:24
  very
• 7:24
  much
• 7:25
  an
• 7:25
  on
• 7:26
  demand
• 7:26
  play.
• 7:26
  The
• 7:26
  parents
• 7:27
  can
• 7:27
  utilize
• 7:27
  it
• 7:27
  as
• 7:27
  a
• 7:28
  tool
• 7:28
  whenever
• 7:28
  they
• 7:28
  really
• 7:29
  feel
• 7:29
  the
• 7:29
  need.
• 7:30
  And
• 7:30
  how
• 7:30
  did
• 7:31
  you
• 7:31
  balance
• 7:31
  that
• 7:32
  kind
• 7:32
  of
• 7:32
  the
• 7:32
  emotional
• 7:33
  regulation
• 7:33
  aspect
• 7:34
  of
• 7:34
  it,
• 7:34
  but
• 7:34
  without
• 7:35
  making
• 7:35
  it
• 7:36
  feel
• 7:36
  too
• 7:36
  instructional?
• 7:37
  Kind
• 7:37
  of.
• 7:37
  So,
• 7:38
  yeah,
• 7:38
  no,
• 7:38
  totally.
• 7:39
  The
• 7:39
  last
• 7:39
  point
• 7:39
  that
• 7:39
  we
• 7:40
  want
• 7:40
  the
• 7:40
  audience
• 7:40
  to
• 7:41
  feel
• 7:41
  is
• 7:41
  that,
• 7:41
  you
• 7:41
  know,
• 7:42
  that
• 7:42
  it's
• 7:42
  time
• 7:42
  to
• 7:42
  go
• 7:42
  to
• 7:43
  bed,
• 7:43
  they'll
• 7:43
  quickly
• 7:43
  turn
• 7:44
  off
• 7:44
  the
• 7:44
  show.
• 7:48
  And
• 7:49
  when
• 7:49
  you
• 7:49
  say,
• 7:49
  you
• 7:49
  know,
• 7:50
  when
• 7:50
  you're
• 7:50
  pitching
• 7:51
  it
• 7:51
  as
• 7:51
  a
• 7:51
  bedtime
• 7:52
  show,
• 7:52
  often
• 7:52
  people,
• 7:53
  you
• 7:53
  know,
• 7:53
  get
• 7:53
  kind
• 7:53
  of
• 7:54
  turned
• 7:54
  off
• 7:54
  that
• 7:55
  it's
• 7:56
  a
• 7:56
  bit
• 7:56
  niche,
• 7:56
  but
• 7:56
  it's
• 7:56
  not.
• 7:57
  This
• 7:57
  is
• 7:57
  a
• 7:58
  little
• 7:58
  bit
• 7:58
  more
• 7:58
  than
• 7:58
  that.
• 7:59
  I
• 7:59
  mean,
• 7:59
  it's
• 7:59
  kind
• 7:59
  of.
• 8:01
  It's
• 8:01
  a
• 8:01
  joke
• 8:02
  journey
• 8:02
  to
• 8:02
  bedtime.
• 8:02
  But
• 8:03
  along
• 8:03
  the
• 8:03
  way,
• 8:03
  we
• 8:03
  bring
• 8:04
  in
• 8:04
  an
• 8:04
  awful
• 8:04
  lot
• 8:04
  of
• 8:04
  the
• 8:05
  challenges
• 8:05
  and
• 8:05
  the
• 8:05
  relatability
• 8:06
  that
• 8:06
  kids
• 8:07
  of
• 8:07
  that
• 8:07
  age
• 8:08
  would
• 8:08
  experience.
• 8:09
  So
• 8:09
  it
• 8:09
  kind
• 8:10
  of
• 8:10
  starts
• 8:10
  as
• 8:10
  the
• 8:11
  promo
• 8:11
  might
• 8:11
  have
• 8:11
  illustrated
• 8:13
  through
• 8:13
  this
• 8:13
  kind
• 8:14
  of
• 8:14
  creative
• 8:14
  play.
• 8:14
  Then
• 8:15
  it
• 8:15
  goes
• 8:15
  on
• 8:15
  to
• 8:16
  the
• 8:16
  meal
• 8:17
  part
• 8:17
  of
• 8:17
  their
• 8:17
  day,
• 8:17
  the
• 8:18
  latter
• 8:18
  few
• 8:19
  hours
• 8:19
  of
• 8:19
  their
• 8:20
  waking
• 8:20
  day,
• 8:20
  really.
• 8:21
  And
• 8:21
  then
• 8:21
  it's
• 8:22
  onto
• 8:22
  the
• 8:22
  bed
• 8:23
  or
• 8:23
  onto
• 8:24
  the
• 8:24
  bat.
• 8:24
  And
• 8:24
  then
• 8:25
  along
• 8:25
  the
• 8:25
  way
• 8:25
  to
• 8:25
  learn
• 8:26
  about
• 8:26
  nutrition,
• 8:27
  food,
• 8:27
  nutrition,
• 8:28
  hygiene,
• 8:28
  brushing
• 8:29
  teeth.
• 8:30
  And
• 8:31
  gradually
• 8:32
  the
• 8:32
  tempo
• 8:32
  decreases
• 8:33
  as
• 8:34
  each
• 8:34
  episode
• 8:35
  goes
• 8:35
  on.
• 8:35
  And
• 8:35
  they
• 8:35
  are
• 8:36
  not
• 8:36
  asleep,
• 8:37
  but
• 8:37
  they're
• 8:37
  prepared
• 8:38
  for
• 8:38
  sleep.
• 8:38
  Yes.
• 8:39
  And
• 8:40
  how
• 8:40
  did.
• 8:41
  So
• 8:41
  what
• 8:42
  kind
• 8:42
  of
• 8:42
  creative
• 8:43
  decisions
• 8:43
  did
• 8:43
  you
• 8:43
  make
• 8:44
  at
• 8:44
  the
• 8:44
  Start.
• 8:44
  You
• 8:44
  talked
• 8:44
  about
• 8:45
  the
• 8:45
  fact
• 8:45
  that
• 8:45
  in
• 8:45
  some
• 8:46
  ways
• 8:46
  it
• 8:46
  was
• 8:46
  a
• 8:46
  response
• 8:46
  to
• 8:47
  a
• 8:47
  real
• 8:47
  world
• 8:47
  problem
• 8:47
  which
• 8:48
  you
• 8:48
  had
• 8:49
  experienced
• 8:49
  yourself.
• 8:51
  What
• 8:51
  were
• 8:51
  the
• 8:52
  first
• 8:52
  creative
• 8:52
  kind
• 8:52
  of
• 8:53
  decisions
• 8:53
  that
• 8:53
  you
• 8:53
  think
• 8:54
  had
• 8:54
  the
• 8:54
  most
• 8:54
  impact
• 8:54
  in
• 8:55
  terms
• 8:55
  of
• 8:55
  building
• 8:55
  that?
• 8:56
  Yeah,
• 8:57
  I
• 8:57
  think
• 8:57
  that
• 8:58
  it
• 8:58
  was
• 8:58
  really,
• 8:59
  I
• 8:59
  think
• 9:00
  the
• 9:00
  format
• 9:01
  and
• 9:01
  really
• 9:02
  kind
• 9:02
  of
• 9:02
  nailing
• 9:03
  the
• 9:03
  format
• 9:03
  to
• 9:03
  the
• 9:04
  wall
• 9:04
  and
• 9:04
  carving
• 9:04
  it
• 9:04
  out
• 9:05
  in
• 9:05
  stone.
• 9:05
  We
• 9:05
  knew
• 9:06
  that
• 9:07
  that
• 9:07
  age
• 9:07
  group
• 9:08
  felt
• 9:08
  comfortable
• 9:09
  in
• 9:09
  a
• 9:10
  level
• 9:10
  of
• 9:11
  predictability
• 9:11
  and
• 9:12
  kind
• 9:12
  of
• 9:12
  knowing
• 9:13
  when
• 9:14
  you
• 9:14
  say
• 9:14
  the
• 9:14
  format,
• 9:14
  like,
• 9:14
  what
• 9:15
  you
• 9:15
  mean,
• 9:15
  like
• 9:16
  the
• 9:16
  sections
• 9:17
  of
• 9:17
  the
• 9:17
  show
• 9:18
  and
• 9:18
  how
• 9:18
  it
• 9:18
  would
• 9:18
  flow
• 9:19
  between
• 9:19
  each
• 9:19
  of
• 9:19
  them.
• 9:19
  Okay,
• 9:20
  fine.
• 9:20
  Yeah.
• 9:20
  And
• 9:20
  that's
• 9:21
  very
• 9:21
  much
• 9:21
  like
• 9:21
  visually
• 9:22
  represented
• 9:22
  through
• 9:23
  the
• 9:23
  TikTok
• 9:23
  clock
• 9:24
  there.
• 9:24
  You
• 9:25
  know,
• 9:25
  there's
• 9:25
  audio
• 9:25
  and
• 9:25
  visual
• 9:26
  cues
• 9:26
  that
• 9:26
  take
• 9:27
  them
• 9:27
  from
• 9:27
  each
• 9:28
  kind
• 9:28
  of
• 9:28
  vignette
• 9:29
  to
• 9:29
  the
• 9:29
  next.
• 9:31
  And.
• 9:32
  Yeah,
• 9:32
  that's.
• 9:32
  And
• 9:32
  that
• 9:33
  is,
• 9:33
  you
• 9:33
  know,
• 9:33
  that
• 9:33
  is
• 9:34
  throughout
• 9:35
  each
• 9:35
  episode
• 9:36
  that
• 9:36
  is
• 9:36
  there
• 9:36
  and,
• 9:37
  you
• 9:37
  know,
• 9:37
  very
• 9:37
  much
• 9:37
  there
• 9:38
  for,
• 9:38
  for
• 9:38
  all
• 9:38
  to
• 9:39
  see.
• 9:39
  And
• 9:40
  almost
• 9:41
  like
• 9:41
  lightly
• 9:42
  hypnotizing
• 9:43
  them,
• 9:43
  I
• 9:43
  think
• 9:43
  a
• 9:43
  little
• 9:44
  bit
• 9:44
  bringing
• 9:44
  them
• 9:44
  like
• 9:45
  down
• 9:45
  as
• 9:46
  each
• 9:46
  level
• 9:46
  goes.
• 9:47
  It
• 9:47
  does
• 9:47
  start
• 9:47
  off
• 9:48
  as
• 9:48
  a
• 9:48
  kind
• 9:48
  of
• 9:48
  a
• 9:49
  quite
• 9:49
  a.
• 9:49
  Not
• 9:49
  a
• 9:49
  high
• 9:50
  tempo,
• 9:50
  but
• 9:50
  a.
• 9:50
  But
• 9:50
  a.
• 9:51
  But
• 9:51
  a
• 9:52
  slightly
• 9:52
  upbeat
• 9:53
  tempo,
• 9:53
  and
• 9:53
  then
• 9:53
  gradually
• 9:55
  peers
• 9:55
  itself
• 9:56
  back
• 9:56
  into
• 9:56
  kind
• 9:56
  of
• 9:56
  quite
• 9:57
  a
• 9:57
  minimalist,
• 9:58
  kind
• 9:58
  of
• 10:00
  orchestral
• 10:01
  kind
• 10:01
  of
• 10:03
  motif.
• 10:04
  And
• 10:05
  when
• 10:05
  you.
• 10:05
  So
• 10:05
  you've
• 10:06
  got
• 10:06
  the.
• 10:06
  You've
• 10:06
  come
• 10:07
  up
• 10:07
  with
• 10:07
  the
• 10:07
  idea,
• 10:07
  you've
• 10:07
  started
• 10:08
  to
• 10:08
  kind
• 10:08
  of
• 10:08
  develop
• 10:08
  that.
• 10:09
  How
• 10:10
  did
• 10:10
  you.
• 10:11
  What.
• 10:11
  Who
• 10:11
  were
• 10:12
  the
• 10:12
  key
• 10:12
  kind
• 10:12
  of
• 10:12
  partners
• 10:13
  and
• 10:13
  support
• 10:13
  that
• 10:13
  you.
• 10:14
  You
• 10:14
  kind
• 10:15
  of
• 10:15
  called
• 10:15
  upon
• 10:15
  and
• 10:15
  brought
• 10:16
  in
• 10:16
  to
• 10:16
  kind
• 10:16
  of
• 10:16
  start
• 10:17
  developing
• 10:17
  the
• 10:18
  idea?
• 10:19
  Well,
• 10:19
  we're
• 10:19
  fortunate.
• 10:20
  So
• 10:20
  we've
• 10:20
  got.
• 10:20
  We've
• 10:20
  got
• 10:21
  a
• 10:21
  studio
• 10:21
  in
• 10:21
  Dublin
• 10:22
  and
• 10:22
  we've
• 10:22
  got
• 10:22
  a
• 10:22
  studio
• 10:23
  in
• 10:23
  Northern
• 10:23
  Ireland
• 10:24
  in
• 10:24
  Belfast.
• 10:25
  So
• 10:25
  there's
• 10:25
  quite
• 10:26
  supports
• 10:26
  in
• 10:27
  both
• 10:27
  of
• 10:27
  those
• 10:27
  territories
• 10:28
  in
• 10:28
  terms
• 10:28
  of
• 10:29
  developing
• 10:29
  content.
• 10:31
  So
• 10:32
  we
• 10:32
  look
• 10:32
  for
• 10:32
  funding
• 10:33
  basically
• 10:33
  from
• 10:33
  that.
• 10:34
  The
• 10:34
  funding
• 10:34
  for
• 10:35
  usually,
• 10:35
  I
• 10:36
  suppose
• 10:36
  because
• 10:36
  we're
• 10:36
  kind
• 10:37
  of
• 10:37
  insecure
• 10:37
  producers
• 10:38
  in
• 10:38
  a
• 10:38
  way
• 10:38
  that
• 10:39
  we'd
• 10:39
  like
• 10:39
  to
• 10:39
  have
• 10:39
  in
• 10:39
  our
• 10:40
  satchel
• 10:40
  going
• 10:40
  out
• 10:42
  a
• 10:43
  Bible,
• 10:44
  a
• 10:44
  couple
• 10:44
  of
• 10:45
  scripts,
• 10:45
  and
• 10:46
  ideally
• 10:46
  a
• 10:46
  trailer.
• 10:47
  The
• 10:47
  funding
• 10:48
  didn't
• 10:48
  allow
• 10:48
  for
• 10:48
  a
• 10:48
  trailer
• 10:49
  on
• 10:49
  this.
• 10:49
  Actually.
• 10:50
  Dave,
• 10:51
  I
• 10:51
  might
• 10:51
  just
• 10:51
  give
• 10:51
  you
• 10:51
  a
• 10:51
  little
• 10:52
  look
• 10:52
  at
• 10:53
  the
• 10:53
  Bible
• 10:53
  that
• 10:53
  we
• 10:53
  use.
• 10:54
  Dave,
• 10:54
  if
• 10:54
  you
• 10:54
  wouldn't
• 10:54
  mind
• 10:54
  playing
• 10:55
  the
• 10:56
  Bible,
• 10:56
  but
• 10:57
  just
• 10:57
  having
• 10:57
  the
• 10:57
  background
• 10:59
  and
• 10:59
  then
• 10:59
  we
• 11:00
  go
• 11:00
  out
• 11:00
  into
• 11:00
  the
• 11:00
  world
• 11:01
  and
• 11:01
  we,
• 11:01
  we.
• 11:01
  We
• 11:02
  pitch
• 11:02
  it.
• 11:02
  But
• 11:02
  we
• 11:02
  didn't
• 11:03
  have
• 11:03
  the
• 11:03
  funding,
• 11:03
  as
• 11:03
  I
• 11:03
  said,
• 11:04
  for
• 11:04
  a
• 11:04
  trailer.
• 11:04
  So
• 11:04
  what
• 11:05
  we
• 11:05
  did
• 11:05
  was
• 11:05
  we,
• 11:05
  we.
• 11:06
  We
• 11:06
  did
• 11:07
  very
• 11:07
  much
• 11:07
  kind
• 11:08
  of
• 11:08
  enhanced
• 11:09
  storyboards.
• 11:11
  So
• 11:11
  that
• 11:12
  kind
• 11:12
  of
• 11:12
  became
• 11:12
  our,
• 11:13
  our
• 11:13
  pitch
• 11:13
  deck.
• 11:14
  And
• 11:15
  we
• 11:15
  did
• 11:15
  a
• 11:15
  full
• 11:16
  episode
• 11:16
  out
• 11:16
  with
• 11:16
  these.
• 11:17
  And
• 11:17
  this
• 11:17
  is.
• 11:17
  It
• 11:17
  circles
• 11:18
  out
• 11:18
  in
• 11:19
  these,
• 11:19
  in
• 11:20
  this
• 11:20
  storyboard.
• 11:21
  So
• 11:21
  you
• 11:21
  can
• 11:21
  see
• 11:22
  very
• 11:22
  quite,
• 11:23
  um,
• 11:23
  details
• 11:24
  and
• 11:24
  remained
• 11:24
  pretty
• 11:25
  much
• 11:25
  the
• 11:25
  same
• 11:25
  as
• 11:25
  what
• 11:26
  the,
• 11:26
  the,
• 11:27
  the
• 11:27
  end
• 11:27
  result
• 11:27
  was
• 11:29
  and
• 11:29
  we
• 11:29
  would
• 11:29
  pitch
• 11:30
  it.
• 11:30
  And
• 11:30
  the
• 11:30
  remarkable
• 11:30
  thing
• 11:31
  about
• 11:31
  it
• 11:31
  is
• 11:31
  after
• 11:31
  the
• 11:32
  pitching
• 11:33
  we
• 11:34
  found
• 11:34
  that
• 11:35
  as
• 11:35
  we
• 11:35
  sent
• 11:35
  on
• 11:36
  the
• 11:36
  materials
• 11:37
  that
• 11:38
  the
• 11:38
  broadcasters
• 11:39
  and
• 11:39
  potential
• 11:39
  partners
• 11:40
  were
• 11:40
  like,
• 11:40
  oh,
• 11:40
  you
• 11:40
  forgot
• 11:41
  to
• 11:41
  send
• 11:41
  us
• 11:41
  the
• 11:42
  trailer.
• 11:42
  And
• 11:42
  I
• 11:42
  said
• 11:42
  like,
• 11:43
  well
• 11:43
  there
• 11:43
  was
• 11:43
  no
• 11:43
  trailer.
• 11:44
  I
• 11:44
  said
• 11:44
  yes
• 11:44
  there
• 11:44
  was.
• 11:46
  But
• 11:46
  Al,
• 11:46
  my
• 11:46
  partner
• 11:47
  is
• 11:47
  very
• 11:47
  good.
• 11:48
  He's
• 11:48
  got
• 11:48
  very
• 11:49
  velvety
• 11:49
  tones,
• 11:49
  hasn't
• 11:50
  he
• 11:50
  Richard?
• 11:50
  He's
• 11:50
  well
• 11:51
  able
• 11:51
  to
• 11:51
  kind
• 11:51
  of
• 11:51
  to
• 11:52
  tell
• 11:52
  a
• 11:52
  story.
• 11:53
  So
• 11:53
  they
• 11:54
  thought
• 11:54
  that
• 11:54
  there
• 11:54
  was
• 11:54
  a
• 11:55
  trailer
• 11:55
  attached,
• 11:55
  but
• 11:56
  there
• 11:56
  wasn't.
• 11:56
  So,
• 11:57
  so
• 11:57
  that's
• 11:57
  it.
• 11:58
  We,
• 11:58
  we
• 11:58
  usually
• 11:58
  tend
• 11:58
  to
• 11:59
  get
• 11:59
  to
• 11:59
  about
• 11:59
  80%
• 12:00
  of
• 12:00
  what
• 12:00
  the
• 12:00
  show
• 12:00
  will
• 12:01
  be
• 12:01
  at
• 12:01
  this
• 12:01
  point
• 12:01
  and
• 12:01
  then
• 12:02
  we
• 12:02
  wait
• 12:02
  for
• 12:02
  partner
• 12:03
  and
• 12:03
  financier
• 12:04
  input
• 12:05
  and
• 12:05
  then
• 12:05
  that
• 12:06
  will
• 12:06
  help
• 12:06
  kind
• 12:06
  of
• 12:07
  to
• 12:07
  mold
• 12:07
  it
• 12:08
  into
• 12:08
  what
• 12:08
  it's
• 12:08
  finally
• 12:09
  going
• 12:09
  to
• 12:09
  be.
• 12:10
  We
• 12:10
  brought
• 12:10
  in
• 12:11
  a
• 12:11
  child
• 12:12
  psychologist,
• 12:13
  Dr.
• 12:13
  Jacqueline
• 12:14
  Harding,
• 12:14
  quite
• 12:15
  early
• 12:15
  on
• 12:15
  just
• 12:16
  to
• 12:16
  see
• 12:16
  if
• 12:16
  we
• 12:16
  were
• 12:16
  on
• 12:17
  the
• 12:17
  right
• 12:17
  track.
• 12:17
  And
• 12:19
  largely
• 12:19
  we
• 12:19
  were.
• 12:19
  But
• 12:19
  she
• 12:20
  certainly
• 12:20
  helped
• 12:20
  with,
• 12:20
  with
• 12:21
  kind
• 12:21
  of
• 12:21
  shaping
• 12:21
  it
• 12:22
  around,
• 12:22
  you
• 12:23
  know,
• 12:23
  what,
• 12:24
  you
• 12:24
  know,
• 12:24
  children
• 12:24
  of
• 12:24
  that
• 12:25
  age
• 12:26
  expectations
• 12:26
  were
• 12:27
  and
• 12:28
  indeed
• 12:28
  their
• 12:28
  parents.
• 12:29
  And
• 12:29
  then,
• 12:30
  then
• 12:30
  yeah,
• 12:30
  fell
• 12:31
  down
• 12:31
  to
• 12:31
  the
• 12:31
  pitch
• 12:31
  and
• 12:32
  financing
• 12:33
  and
• 12:33
  all
• 12:33
  of
• 12:33
  that.
• 12:34
  And
• 12:34
  what
• 12:34
  was
• 12:34
  the,
• 12:35
  how
• 12:36
  did
• 12:36
  it
• 12:36
  kind
• 12:36
  of
• 12:36
  land
• 12:36
  initially
• 12:37
  when
• 12:37
  you
• 12:37
  were
• 12:37
  doing
• 12:37
  the
• 12:37
  initial
• 12:38
  pitches?
• 12:39
  Were
• 12:39
  people
• 12:40
  surprised
• 12:40
  about
• 12:41
  it
• 12:41
  being
• 12:42
  a
• 12:42
  show
• 12:42
  kind
• 12:42
  of
• 12:43
  really
• 12:43
  centered
• 12:43
  around
• 12:43
  bedtime?
• 12:45
  What
• 12:45
  was
• 12:45
  the
• 12:45
  kind
• 12:45
  of
• 12:45
  initial
• 12:46
  reaction
• 12:46
  and
• 12:47
  feedback
• 12:47
  you
• 12:47
  got
• 12:47
  to
• 12:47
  that?
• 12:48
  Like
• 12:48
  I
• 12:49
  suppose
• 12:49
  when
• 12:50
  the
• 12:50
  BBC
• 12:51
  we
• 12:51
  kind
• 12:52
  of
• 12:52
  went
• 12:52
  to
• 12:52
  first
• 12:52
  and
• 12:53
  interestingly
• 12:53
  we
• 12:54
  were,
• 12:54
  we
• 12:54
  had,
• 12:54
  we
• 12:55
  had
• 12:55
  a
• 12:55
  set
• 12:55
  up
• 12:55
  to,
• 12:56
  to
• 12:56
  pitch
• 12:56
  it
• 12:56
  and
• 12:56
  in
• 12:57
  between
• 12:57
  setting
• 12:58
  up
• 12:58
  the
• 12:58
  meeting
• 12:58
  and
• 12:58
  the
• 12:59
  meeting
• 12:59
  they
• 12:59
  had
• 12:59
  a
• 13:00
  commissioning
• 13:00
  day
• 13:00
  where
• 13:00
  they
• 13:01
  quite
• 13:01
  explicitly
• 13:02
  said
• 13:02
  that
• 13:02
  we're
• 13:02
  not
• 13:03
  looking
• 13:03
  for
• 13:03
  any
• 13:03
  bedtime
• 13:04
  shows.
• 13:06
  But,
• 13:07
  but
• 13:08
  we
• 13:08
  did
• 13:08
  pitch
• 13:08
  it
• 13:08
  to
• 13:09
  them.
• 13:09
  They
• 13:09
  did
• 13:09
  have
• 13:09
  a
• 13:09
  great
• 13:09
  reaction
• 13:10
  to
• 13:10
  it.
• 13:10
  We
• 13:10
  could
• 13:10
  see
• 13:10
  that.
• 13:11
  I,
• 13:11
  I
• 13:11
  thought
• 13:12
  that
• 13:12
  the
• 13:12
  bedtime
• 13:12
  slot,
• 13:12
  which
• 13:13
  is
• 13:13
  very
• 13:13
  coveted
• 13:13
  in
• 13:13
  the
• 13:14
  uk,
• 13:15
  you
• 13:15
  know,
• 13:15
  was
• 13:16
  looking
• 13:16
  a
• 13:16
  little
• 13:16
  bit
• 13:16
  dusty
• 13:17
  and
• 13:17
  we,
• 13:17
  we
• 13:17
  kind
• 13:17
  of
• 13:17
  said,
• 13:18
  you
• 13:18
  know,
• 13:18
  look,
• 13:18
  this
• 13:18
  is
• 13:19
  probably,
• 13:19
  you
• 13:19
  know,
• 13:19
  more
• 13:20
  modern
• 13:20
  than
• 13:20
  some
• 13:20
  of
• 13:20
  the,
• 13:21
  the
• 13:21
  other
• 13:21
  content
• 13:23
  that's
• 13:23
  there.
• 13:24
  And
• 13:24
  yeah,
• 13:25
  so
• 13:25
  they
• 13:25
  went
• 13:25
  with
• 13:25
  it
• 13:25
  and
• 13:26
  then
• 13:26
  rt,
• 13:27
  our
• 13:27
  national
• 13:28
  broadcaster
• 13:28
  in
• 13:28
  Ireland,
• 13:29
  came
• 13:29
  on
• 13:29
  board
• 13:30
  and
• 13:30
  then
• 13:30
  we
• 13:31
  went
• 13:31
  to
• 13:31
  Cartoon
• 13:32
  Forum
• 13:32
  where
• 13:32
  we
• 13:33
  dressed
• 13:33
  in
• 13:33
  pajamas
• 13:34
  and
• 13:34
  pitched
• 13:34
  it
• 13:34
  and
• 13:34
  we
• 13:35
  brought
• 13:35
  in
• 13:35
  some
• 13:36
  other
• 13:36
  broadcasters,
• 13:37
  scandies
• 13:38
  and
• 13:38
  stuff
• 13:38
  and
• 13:38
  then
• 13:39
  Richard
• 13:40
  and
• 13:41
  some
• 13:41
  other
• 13:41
  distributors
• 13:42
  were
• 13:42
  hovering
• 13:43
  around.
• 13:43
  We
• 13:43
  went
• 13:43
  with
• 13:43
  Richard
• 13:44
  because
• 13:44
  he
• 13:44
  just
• 13:45
  got
• 13:45
  it
• 13:45
  and
• 13:46
  just
• 13:46
  exposed
• 13:47
  this
• 13:47
  kind
• 13:47
  of
• 13:48
  passion
• 13:48
  for
• 13:48
  the
• 13:48
  project.
• 13:50
  And
• 13:50
  then,
• 13:51
  yeah,
• 13:51
  then
• 13:51
  we
• 13:51
  were
• 13:51
  at
• 13:52
  the
• 13:52
  races
• 13:52
  in
• 13:52
  terms
• 13:53
  of
• 13:53
  with
• 13:54
  the
• 13:54
  Irish
• 13:54
  and
• 13:55
  UK
• 13:55
  tax
• 13:55
  credits
• 13:56
  and
• 13:56
  some
• 13:56
  other
• 13:56
  incentives,
• 13:57
  we
• 13:57
  were
• 13:58
  able
• 13:58
  to
• 13:58
  get
• 13:58
  it
• 13:59
  financed.
• 13:59
  And
• 14:00
  then
• 14:01
  the
• 14:01
  adventure
• 14:02
  kind
• 14:02
  of
• 14:02
  started
• 14:02
  from
• 14:03
  there.
• 14:03
  That's
• 14:03
  amazing.
• 14:03
  I
• 14:04
  mean,
• 14:04
  it
• 14:04
  looks
• 14:04
  gorgeous.
• 14:09
  Did
• 14:09
  you
• 14:09
  have
• 14:09
  to
• 14:09
  kind
• 14:09
  of
• 14:10
  almost
• 14:10
  pitch
• 14:11
  the
• 14:11
  idea
• 14:12
  of
• 14:12
  the
• 14:12
  real
• 14:12
  world
• 14:12
  problem
• 14:13
  to
• 14:13
  the
• 14:14
  channels
• 14:14
  as
• 14:14
  much
• 14:14
  as
• 14:15
  the
• 14:15
  creative?
• 14:15
  Did
• 14:16
  you
• 14:16
  have
• 14:16
  to
• 14:16
  persuade
• 14:16
  them
• 14:17
  of
• 14:17
  the
• 14:17
  kind
• 14:17
  of
• 14:17
  necessity
• 14:18
  for
• 14:18
  it
• 14:18
  in
• 14:18
  that
• 14:18
  respect?
• 14:19
  Yeah,
• 14:19
  I
• 14:20
  mean,
• 14:20
  I
• 14:20
  think
• 14:20
  because
• 14:20
  it
• 14:20
  came
• 14:21
  from
• 14:21
  a
• 14:21
  kind
• 14:21
  of
• 14:21
  a,
• 14:21
  you
• 14:22
  know,
• 14:22
  a
• 14:22
  personal
• 14:23
  place,
• 14:23
  it
• 14:24
  was,
• 14:24
  it
• 14:24
  was
• 14:24
  easy
• 14:24
  to
• 14:25
  express,
• 14:25
  you
• 14:25
  know,
• 14:25
  firsthand
• 14:26
  experiences
• 14:27
  that
• 14:27
  we
• 14:27
  weren't
• 14:28
  alone.
• 14:28
  And
• 14:29
  we'd
• 14:29
  done
• 14:29
  quite
• 14:30
  a
• 14:30
  good
• 14:30
  bit
• 14:30
  of
• 14:30
  research,
• 14:31
  you
• 14:31
  know,
• 14:31
  around
• 14:32
  the
• 14:32
  challenges
• 14:33
  the
• 14:33
  parents
• 14:33
  had
• 14:33
  around
• 14:34
  and
• 14:34
  their
• 14:34
  major
• 14:35
  challenge.
• 14:35
  70%
• 14:36
  of
• 14:36
  parents
• 14:36
  would
• 14:36
  cite,
• 14:37
  and
• 14:37
  this
• 14:37
  is
• 14:37
  universally
• 14:38
  like
• 14:38
  bedtime,
• 14:38
  as
• 14:39
  being
• 14:39
  the
• 14:39
  most
• 14:39
  challenging
• 14:40
  part
• 14:40
  of
• 14:41
  their
• 14:41
  day.
• 14:42
  Many
• 14:42
  too
• 14:42
  would
• 14:43
  say
• 14:43
  about,
• 14:43
  you
• 14:43
  know,
• 14:44
  nutrition
• 14:45
  and
• 14:45
  getting
• 14:45
  them
• 14:45
  trying
• 14:46
  out
• 14:46
  new
• 14:46
  food
• 14:46
  things,
• 14:47
  which
• 14:47
  we
• 14:47
  cover
• 14:47
  as
• 14:48
  well,
• 14:48
  and
• 14:48
  indeed
• 14:49
  hygiene,
• 14:49
  brushing
• 14:50
  teeth
• 14:50
  and,
• 14:50
  and,
• 14:51
  you
• 14:51
  know,
• 14:51
  and
• 14:51
  washing
• 14:52
  face
• 14:52
  and
• 14:52
  hands
• 14:53
  and
• 14:53
  stuff
• 14:53
  like
• 14:53
  that.
• 14:53
  So
• 14:54
  all
• 14:54
  of
• 14:54
  those
• 14:54
  are
• 14:55
  covered
• 14:55
  within
• 14:56
  the
• 14:56
  series.
• 14:56
  So
• 14:57
  we're
• 14:57
  able
• 14:57
  to,
• 14:58
  you
• 14:58
  know,
• 14:58
  I
• 14:59
  suppose
• 14:59
  reframe
• 14:59
  it.
• 14:59
  Not
• 15:00
  so
• 15:00
  much
• 15:00
  as
• 15:00
  a
• 15:00
  show
• 15:00
  about
• 15:01
  bedtimes,
• 15:01
  but
• 15:02
  a
• 15:02
  show
• 15:02
  that
• 15:02
  will
• 15:02
  echo
• 15:03
  the
• 15:03
  latter
• 15:03
  parts
• 15:04
  of
• 15:04
  their
• 15:04
  day.
• 15:04
  Yeah.
• 15:05
  What
• 15:05
  was
• 15:05
  your
• 15:05
  reaction
• 15:06
  to
• 15:06
  the
• 15:06
  pitch,
• 15:06
  Richard,
• 15:07
  when
• 15:07
  you
• 15:07
  saw
• 15:07
  it,
• 15:07
  were
• 15:07
  you
• 15:07
  just
• 15:08
  like,
• 15:08
  yep,
• 15:08
  I'm
• 15:08
  in.
• 15:09
  Get
• 15:09
  it?
• 15:10
  Yes.
• 15:13
  I've
• 15:14
  known
• 15:14
  John
• 15:14
  for
• 15:15
  decades
• 15:18
  and
• 15:20
  the
• 15:20
  minute
• 15:20
  I
• 15:21
  saw
• 15:21
  the
• 15:21
  show,
• 15:23
  I
• 15:23
  was
• 15:23
  blown
• 15:23
  away.
• 15:25
  I
• 15:25
  think
• 15:25
  I
• 15:25
  said
• 15:26
  to
• 15:26
  John,
• 15:26
  this
• 15:26
  is
• 15:26
  your
• 15:27
  crowning
• 15:27
  achievement.
• 15:29
  Everything
• 15:30
  about
• 15:30
  it
• 15:30
  was
• 15:31
  beautiful.
• 15:34
  I
• 15:34
  had
• 15:34
  previously
• 15:35
  in
• 15:35
  my
• 15:36
  very
• 15:37
  long
• 15:37
  career
• 15:38
  done
• 15:38
  two
• 15:38
  other
• 15:39
  bedtime
• 15:39
  shows,
• 15:41
  so
• 15:41
  I
• 15:41
  learned
• 15:41
  a
• 15:42
  bit
• 15:42
  about
• 15:42
  it.
• 15:44
  And
• 15:45
  from
• 15:46
  a
• 15:46
  creative
• 15:46
  standpoint,
• 15:47
  it
• 15:47
  was
• 15:48
  a
• 15:48
  home
• 15:48
  run.
• 15:48
  From
• 15:49
  a
• 15:49
  business
• 15:49
  standpoint,
• 15:50
  I
• 15:50
  recognized
• 15:51
  the
• 15:52
  massive
• 15:54
  opportunity
• 15:56
  to
• 15:58
  do
• 15:58
  a
• 15:58
  series
• 15:58
  that
• 15:58
  was
• 15:59
  a
• 15:59
  tool
• 15:59
  for
• 15:59
  parents
• 16:00
  because
• 16:02
  I
• 16:02
  knew
• 16:02
  that
• 16:03
  the
• 16:06
  on
• 16:07
  demand
• 16:09
  play
• 16:10
  views
• 16:11
  would
• 16:12
  surpass
• 16:13
  other
• 16:13
  content
• 16:14
  and
• 16:14
  that
• 16:14
  the
• 16:15
  consumer
• 16:15
  products
• 16:15
  opportunity
• 16:17
  was
• 16:17
  more
• 16:18
  significant
• 16:18
  than
• 16:19
  a
• 16:19
  typical
• 16:19
  show.
• 16:21
  Yeah,
• 16:21
  that
• 16:21
  makes
• 16:21
  sense.
• 16:22
  And
• 16:22
  then
• 16:22
  what
• 16:22
  was
• 16:23
  going
• 16:23
  through
• 16:23
  your
• 16:23
  mind
• 16:23
  from
• 16:23
  a
• 16:24
  business
• 16:24
  perspective
• 16:24
  in
• 16:25
  terms
• 16:25
  of
• 16:25
  long
• 16:26
  term
• 16:26
  partners
• 16:26
  on
• 16:26
  distribution,
• 16:27
  on
• 16:27
  consumer
• 16:28
  products?
• 16:28
  Like
• 16:28
  where,
• 16:29
  where
• 16:29
  did,
• 16:29
  where
• 16:30
  did
• 16:30
  your
• 16:30
  thinking
• 16:30
  go
• 16:30
  to?
• 16:34
  Well,
• 16:34
  the
• 16:34
  first
• 16:35
  step
• 16:35
  was
• 16:35
  to
• 16:37
  help
• 16:37
  John
• 16:37
  close
• 16:38
  the
• 16:38
  financing
• 16:40
  and
• 16:41
  then
• 16:43
  the
• 16:43
  next
• 16:43
  step
• 16:44
  was
• 16:44
  to
• 16:45
  show
• 16:46
  the
• 16:46
  series
• 16:47
  to.
• 16:50
  There's
• 16:50
  25
• 16:51
  platforms
• 16:52
  in
• 16:52
  the
• 16:52
  world
• 16:52
  that
• 16:53
  are
• 16:53
  the
• 16:53
  big,
• 16:54
  the
• 16:55
  biggest
• 16:55
  broadcasters
• 16:56
  and
• 16:56
  biggest
• 16:56
  streamers
• 16:57
  in
• 16:57
  the
• 16:57
  world.
• 16:58
  We
• 16:58
  always
• 16:59
  go
• 16:59
  there
• 16:59
  first.
• 17:01
  I
• 17:03
  like
• 17:03
  to
• 17:04
  expose
• 17:04
  series
• 17:05
  and
• 17:05
  opportunities
• 17:06
  to
• 17:06
  the
• 17:07
  entire
• 17:08
  group
• 17:08
  of
• 17:09
  our
• 17:09
  clients
• 17:10
  and
• 17:10
  see
• 17:11
  what
• 17:11
  the
• 17:11
  reaction
• 17:11
  is.
• 17:13
  And
• 17:14
  very,
• 17:15
  very
• 17:15
  early
• 17:15
  on,
• 17:16
  several
• 17:17
  years
• 17:17
  ago,
• 17:18
  also
• 17:18
  meeting
• 17:18
  with
• 17:18
  the
• 17:19
  heads
• 17:19
  of
• 17:19
  the
• 17:19
  toy
• 17:19
  companies.
• 17:22
  Step
• 17:22
  one
• 17:23
  was
• 17:23
  to
• 17:23
  secure
• 17:25
  a
• 17:25
  US
• 17:25
  Network
• 17:27
  and
• 17:28
  a
• 17:28
  global
• 17:28
  streamer.
• 17:30
  We
• 17:31
  had
• 17:33
  also
• 17:33
  asked
• 17:34
  the
• 17:34
  toy
• 17:34
  companies
• 17:35
  that
• 17:35
  we
• 17:35
  wanted
• 17:35
  to
• 17:36
  work
• 17:36
  for
• 17:38
  what
• 17:38
  their
• 17:38
  hopes
• 17:39
  and
• 17:39
  dreams
• 17:39
  would
• 17:40
  be
• 17:40
  for
• 17:40
  a
• 17:40
  platform.
• 17:42
  So
• 17:42
  we
• 17:42
  knew
• 17:43
  going
• 17:43
  in
• 17:43
  that
• 17:43
  we
• 17:44
  could
• 17:44
  narrow
• 17:44
  our
• 17:44
  focus
• 17:45
  in
• 17:45
  the
• 17:45
  US
• 17:46
  and
• 17:46
  for
• 17:46
  streamer.
• 17:49
  We
• 17:49
  went
• 17:49
  through
• 17:51
  six
• 17:51
  months
• 17:52
  of
• 17:52
  negotiations
• 17:53
  with
• 17:54
  the
• 17:54
  platforms.
• 17:57
  We
• 17:58
  structured
• 17:59
  a
• 17:59
  deal
• 17:59
  with
• 18:00
  Disney.
• 18:01
  That
• 18:01
  was
• 18:02
  our
• 18:02
  dream
• 18:03
  deal,
• 18:04
  quite
• 18:04
  frankly.
• 18:06
  And
• 18:07
  everything
• 18:08
  that
• 18:08
  we
• 18:08
  do
• 18:08
  is
• 18:08
  very
• 18:09
  methodical
• 18:09
  and
• 18:10
  in
• 18:10
  steps.
• 18:10
  There's
• 18:11
  a
• 18:11
  certain
• 18:11
  cadence
• 18:12
  to
• 18:12
  how
• 18:12
  we
• 18:12
  do
• 18:12
  these.
• 18:14
  Once
• 18:14
  we
• 18:14
  had
• 18:15
  the
• 18:15
  Disney
• 18:15
  deal
• 18:15
  worked
• 18:16
  out,
• 18:18
  then
• 18:18
  we
• 18:18
  knew
• 18:18
  which
• 18:18
  toy
• 18:19
  companies
• 18:19
  were
• 18:19
  interested
• 18:20
  in.
• 18:21
  I
• 18:21
  didn't
• 18:21
  want
• 18:22
  them
• 18:22
  to
• 18:22
  make
• 18:22
  an
• 18:22
  offer
• 18:22
  before
• 18:23
  that
• 18:23
  because
• 18:24
  having
• 18:25
  a
• 18:25
  great
• 18:26
  partner
• 18:26
  like
• 18:26
  Disney,
• 18:27
  Disney
• 18:27
  Junior,
• 18:27
  Linear
• 18:28
  in
• 18:28
  the
• 18:28
  US
• 18:28
  and
• 18:29
  Disney
• 18:29
  in
• 18:29
  the
• 18:29
  US
• 18:30
  and
• 18:30
  worldwide
• 18:31
  was
• 18:31
  a
• 18:31
  big
• 18:32
  deal.
• 18:33
  And
• 18:33
  then
• 18:33
  so
• 18:34
  step
• 18:34
  two,
• 18:36
  toy
• 18:36
  deal,
• 18:37
  step
• 18:37
  three,
• 18:38
  a
• 18:38
  publisher
• 18:40
  and
• 18:41
  the
• 18:41
  products
• 18:42
  that
• 18:42
  initially
• 18:43
  come
• 18:43
  out
• 18:43
  being
• 18:43
  toys
• 18:44
  and
• 18:44
  publishing,
• 18:45
  it's
• 18:45
  always
• 18:45
  the
• 18:45
  foundation.
• 18:47
  And
• 18:47
  that
• 18:48
  is
• 18:48
  how
• 18:49
  we
• 18:49
  started
• 18:50
  and
• 18:50
  very
• 18:51
  focused.
• 18:51
  Like,
• 18:52
  you
• 18:52
  know,
• 18:53
  as
• 18:54
  I
• 18:54
  said
• 18:54
  to
• 18:54
  John,
• 18:54
  like,
• 18:56
  it's
• 18:56
  like
• 18:56
  an
• 18:57
  MBA
• 18:57
  strategy.
• 18:58
  I
• 18:58
  said,
• 18:58
  john,
• 18:58
  this
• 18:58
  is
• 18:59
  ours
• 18:59
  to
• 18:59
  screw
• 18:59
  up,
• 19:00
  you
• 19:01
  know,
• 19:01
  so
• 19:01
  we
• 19:01
  knew,
• 19:02
  no,
• 19:02
  it's
• 19:02
  yours
• 19:02
  to
• 19:02
  screw
• 19:03
  up.
• 19:04
  We
• 19:05
  knew
• 19:05
  that
• 19:05
  we
• 19:05
  had
• 19:06
  a
• 19:06
  huge
• 19:06
  opportunity
• 19:07
  here
• 19:08
  and
• 19:08
  we
• 19:08
  really
• 19:09
  wanted
• 19:09
  to
• 19:09
  move
• 19:10
  slowly.
• 19:10
  So
• 19:10
  the
• 19:10
  other
• 19:11
  strategy
• 19:11
  was
• 19:11
  to
• 19:12
  roll
• 19:12
  it
• 19:12
  out
• 19:14
  first
• 19:14
  in
• 19:14
  the
• 19:14
  uk,
• 19:15
  get
• 19:15
  our
• 19:15
  feet
• 19:16
  wet
• 19:16
  there,
• 19:17
  then
• 19:18
  the
• 19:18
  US
• 19:18
  and
• 19:19
  Australia,
• 19:20
  so
• 19:20
  focusing
• 19:21
  first
• 19:21
  on
• 19:21
  English
• 19:21
  language
• 19:22
  markets.
• 19:22
  And
• 19:23
  here
• 19:24
  we
• 19:24
  are
• 19:24
  today.
• 19:25
  And
• 19:25
  it's
• 19:25
  like
• 19:26
  such
• 19:26
  a
• 19:26
  Rolodex
• 19:27
  of
• 19:27
  partners
• 19:28
  that
• 19:28
  you
• 19:28
  have.
• 19:29
  So,
• 19:30
  you
• 19:30
  know,
• 19:30
  you've
• 19:31
  got
• 19:31
  the
• 19:31
  BBC
• 19:31
  and
• 19:32
  RT
• 19:32
  in
• 19:32
  the
• 19:33
  home
• 19:33
  markets.
• 19:33
  Then
• 19:34
  it's,
• 19:34
  yeah,
• 19:34
  as
• 19:34
  you
• 19:35
  said,
• 19:35
  Disney
• 19:35
  globally,
• 19:36
  but
• 19:36
  Disney
• 19:36
  Junior
• 19:37
  locally
• 19:37
  as
• 19:37
  well.
• 19:38
  You've
• 19:38
  got
• 19:38
  that
• 19:38
  linear,
• 19:39
  that
• 19:39
  linear
• 19:40
  underpinning
• 19:41
  which
• 19:41
  I
• 19:41
  think
• 19:42
  is
• 19:42
  important
• 19:43
  in
• 19:43
  preschool
• 19:43
  and
• 19:44
  everything
• 19:44
  everywhere.
• 19:44
  And
• 19:44
  that's
• 19:45
  additive.
• 19:45
  And
• 19:46
  then
• 19:46
  on
• 19:46
  the
• 19:46
  consumer
• 19:46
  products,
• 19:46
  we've
• 19:47
  got
• 19:47
  Moose.
• 19:48
  And
• 19:48
  then
• 19:48
  on
• 19:48
  publishing,
• 19:49
  it's
• 19:50
  publishing.
• 19:51
  We
• 19:51
  can't
• 19:51
  say
• 19:51
  yet,
• 19:51
  but
• 19:52
  I
• 19:52
  can
• 19:52
  tell
• 19:52
  you
• 19:52
  that
• 19:53
  all
• 19:53
  our
• 19:54
  preeminent
• 19:56
  partners
• 19:57
  and
• 19:58
  all
• 19:58
  of
• 19:58
  our
• 19:58
  partners
• 19:59
  thus
• 20:00
  far
• 20:00
  are
• 20:00
  the
• 20:00
  same
• 20:01
  teams
• 20:01
  that
• 20:01
  worked
• 20:01
  on
• 20:01
  Bluey.
• 20:02
  So
• 20:04
  we.
• 20:04
  Was
• 20:05
  that,
• 20:05
  Was
• 20:05
  that
• 20:05
  a
• 20:05
  casual
• 20:06
  flex
• 20:09
  working
• 20:09
  on
• 20:09
  Bluey?
• 20:10
  No,
• 20:10
  it's
• 20:10
  awesome.
• 20:10
  It's
• 20:11
  really,
• 20:11
  it's
• 20:11
  a
• 20:11
  really,
• 20:11
  really
• 20:12
  great.
• 20:12
  It's
• 20:13
  a
• 20:13
  really,
• 20:13
  really
• 20:13
  great
• 20:14
  list
• 20:14
  of
• 20:14
  partners
• 20:15
  that
• 20:15
  you
• 20:15
  have.
• 20:17
  The
• 20:17
  one
• 20:17
  partner
• 20:18
  you
• 20:18
  haven't
• 20:18
  mentioned
• 20:18
  is
• 20:19
  YouTube.
• 20:19
  So
• 20:19
  I'd
• 20:20
  love
• 20:20
  to
• 20:20
  hear
• 20:20
  what
• 20:20
  your
• 20:20
  thoughts
• 20:20
  were
• 20:21
  on
• 20:21
  that
• 20:21
  because
• 20:22
  that
• 20:22
  can
• 20:22
  be
• 20:23
  a
• 20:24
  difficult
• 20:24
  one
• 20:24
  to
• 20:26
  land
• 20:26
  the
• 20:27
  premium
• 20:27
  partners
• 20:27
  and
• 20:27
  still
• 20:28
  carving
• 20:28
  out
• 20:28
  space
• 20:28
  to
• 20:29
  activate
• 20:29
  on
• 20:29
  the
• 20:29
  biggest
• 20:30
  kids
• 20:30
  platform
• 20:30
  in
• 20:30
  the
• 20:30
  world.
• 20:32
  Yeah.
• 20:33
  So
• 20:36
  part
• 20:36
  of
• 20:36
  the
• 20:36
  great
• 20:37
  pleasure
• 20:37
  of
• 20:38
  our
• 20:38
  business
• 20:38
  being,
• 20:39
  you
• 20:39
  know,
• 20:39
  the
• 20:39
  kids
• 20:39
  business
• 20:40
  is
• 20:40
  really
• 20:40
  small
• 20:41
  we
• 20:42
  have,
• 20:42
  you
• 20:42
  know,
• 20:42
  those
• 20:42
  of
• 20:43
  us
• 20:43
  who've
• 20:43
  been
• 20:43
  around
• 20:43
  a
• 20:43
  long
• 20:44
  time
• 20:44
  have
• 20:44
  really
• 20:44
  deep,
• 20:45
  long
• 20:45
  relationships.
• 20:48
  John
• 20:49
  and
• 20:49
  I
• 20:49
  have
• 20:49
  been
• 20:49
  friends
• 20:49
  for
• 20:50
  years.
• 20:50
  Vienna
• 20:51
  and
• 20:51
  I
• 20:52
  worked
• 20:52
  together
• 20:52
  at
• 20:52
  Warner
• 20:53
  Brothers
• 20:53
  years
• 20:53
  ago.
• 20:55
  And
• 20:56
  one
• 20:57
  of
• 20:57
  the
• 20:57
  great
• 20:57
  pleasures
• 20:57
  of
• 20:58
  negotiating
• 20:58
  was
• 20:59
  with
• 20:59
  my
• 21:00
  old
• 21:00
  friend
• 21:00
  Rick
• 21:00
  Clodfelter
• 21:04
  and
• 21:05
  trying
• 21:05
  to
• 21:05
  figure
• 21:05
  out
• 21:05
  things
• 21:06
  together.
• 21:06
  When
• 21:07
  you
• 21:07
  have
• 21:07
  these
• 21:07
  deep
• 21:08
  relationships
• 21:08
  and
• 21:08
  you
• 21:09
  know
• 21:09
  people
• 21:09
  well,
• 21:09
  you
• 21:10
  can
• 21:10
  have
• 21:10
  really
• 21:10
  honest
• 21:11
  conversations.
• 21:14
  And
• 21:14
  then
• 21:14
  when
• 21:14
  business
• 21:15
  affairs
• 21:15
  and
• 21:15
  legal
• 21:16
  is
• 21:16
  brought
• 21:16
  in,
• 21:16
  Kavi,
• 21:17
  who's
• 21:17
  sitting
• 21:17
  over
• 21:17
  there
• 21:17
  also,
• 21:19
  everything
• 21:19
  was
• 21:19
  just
• 21:19
  really
• 21:20
  lovely.
• 21:22
  Certain
• 21:22
  platforms
• 21:23
  have
• 21:25
  the
• 21:26
  attitude
• 21:26
  about
• 21:26
  grabbing
• 21:27
  all
• 21:27
  the
• 21:27
  rights.
• 21:30
  In
• 21:31
  today's
• 21:31
  world,
• 21:34
  we
• 21:34
  have
• 21:35
  to
• 21:35
  ensure,
• 21:35
  as
• 21:36
  the
• 21:36
  brand
• 21:37
  manager
• 21:38
  and
• 21:38
  representative
• 21:39
  for
• 21:39
  the
• 21:39
  brand
• 21:39
  owner,
• 21:40
  that
• 21:41
  we
• 21:42
  can
• 21:43
  have
• 21:44
  as
• 21:44
  much
• 21:44
  control
• 21:45
  of
• 21:45
  YouTube
• 21:45
  and
• 21:45
  social
• 21:46
  media
• 21:46
  as
• 21:46
  possible.
• 21:47
  Because
• 21:48
  YouTube
• 21:48
  is
• 21:49
  our
• 21:49
  major
• 21:49
  marketing
• 21:50
  for
• 21:50
  kids,
• 21:51
  obviously,
• 21:52
  and
• 21:53
  social
• 21:54
  media
• 21:54
  for
• 21:54
  parents
• 21:55
  and
• 21:55
  caregivers.
• 21:56
  And
• 21:56
  so
• 21:57
  our
• 21:58
  rule
• 21:59
  over
• 21:59
  the
• 21:59
  years
• 21:59
  has
• 22:00
  been
• 22:01
  we
• 22:01
  have
• 22:01
  to
• 22:01
  reach
• 22:01
  out
• 22:02
  to
• 22:03
  parents
• 22:04
  several
• 22:04
  times
• 22:05
  a
• 22:05
  week
• 22:05
  on
• 22:05
  social
• 22:05
  media.
• 22:06
  And
• 22:07
  so
• 22:07
  it
• 22:07
  was
• 22:07
  very
• 22:07
  important
• 22:08
  to
• 22:08
  us
• 22:08
  that
• 22:09
  we
• 22:10
  had
• 22:10
  a
• 22:11
  good
• 22:11
  deal
• 22:11
  of
• 22:11
  control
• 22:12
  of
• 22:13
  YouTube
• 22:14
  and
• 22:14
  social
• 22:14
  media.
• 22:16
  And
• 22:16
  the
• 22:16
  other
• 22:16
  thing
• 22:16
  was,
• 22:17
  is
• 22:17
  that
• 22:19
  we
• 22:19
  needed
• 22:20
  in
• 22:20
  the
• 22:21
  major
• 22:21
  markets
• 22:22
  to
• 22:22
  also
• 22:22
  have
• 22:22
  a
• 22:23
  broadcast
• 22:23
  window.
• 22:24
  And
• 22:25
  Disney
• 22:25
  understood
• 22:26
  that
• 22:27
  because
• 22:28
  they
• 22:28
  knew
• 22:28
  that
• 22:29
  this
• 22:29
  was
• 22:29
  the
• 22:29
  best
• 22:30
  way
• 22:30
  to
• 22:30
  monetize
• 22:31
  the
• 22:31
  brand.
• 22:32
  And
• 22:33
  that's
• 22:33
  how
• 22:33
  we
• 22:33
  structured
• 22:34
  it.
• 22:34
  And
• 22:34
  ultimately
• 22:37
  there
• 22:37
  are
• 22:38
  partners
• 22:40
  for
• 22:40
  media
• 22:41
  and
• 22:42
  including
• 22:42
  in
• 22:42
  YouTube.
• 22:43
  I'm
• 22:43
  not
• 22:43
  saying
• 22:43
  that
• 22:43
  we
• 22:44
  just
• 22:44
  grabbed
• 22:44
  the
• 22:44
  rights
• 22:44
  and
• 22:45
  we're
• 22:45
  not
• 22:45
  working
• 22:45
  with
• 22:45
  them.
• 22:46
  We
• 22:46
  literally
• 22:47
  have
• 22:47
  a
• 22:48
  meeting
• 22:48
  with
• 22:49
  that
• 22:49
  team
• 22:49
  every
• 22:50
  other
• 22:50
  week.
• 22:51
  And
• 22:53
  Disney,
• 22:54
  the
• 22:54
  YouTube
• 22:55
  channel,
• 22:55
  Disney
• 22:56
  Junior
• 22:56
  has
• 22:57
  28
• 22:57
  million
• 22:57
  subscribers,
• 22:59
  and
• 23:00
  our
• 23:00
  YouTube
• 23:00
  channel
• 23:01
  probably
• 23:01
  now
• 23:01
  has
• 23:02
  600
• 23:02
  subscribers.
• 23:04
  So
• 23:05
  the
• 23:05
  partnership
• 23:06
  really
• 23:07
  allows
• 23:07
  us
• 23:07
  to
• 23:09
  work
• 23:09
  with
• 23:10
  their
• 23:10
  YouTube
• 23:10
  channel
• 23:12
  and
• 23:12
  then
• 23:12
  also
• 23:13
  on
• 23:13
  a
• 23:13
  secondary
• 23:14
  basis
• 23:14
  to
• 23:15
  grow
• 23:15
  ours.
• 23:15
  Right.
• 23:16
  And
• 23:16
  how.
• 23:17
  What
• 23:17
  would
• 23:17
  your
• 23:17
  advice
• 23:18
  be
• 23:18
  to
• 23:18
  producers
• 23:18
  that
• 23:19
  are
• 23:19
  facing
• 23:20
  pressure
• 23:20
  to
• 23:20
  kind
• 23:21
  of
• 23:21
  relinquish
• 23:21
  the
• 23:22
  rights
• 23:22
  to
• 23:23
  the
• 23:23
  YouTube
• 23:23
  rights
• 23:23
  from
• 23:24
  a
• 23:24
  broadcaster,
• 23:24
  because
• 23:25
  that.
• 23:25
  That's
• 23:25
  often
• 23:26
  a
• 23:26
  big
• 23:26
  challenge,
• 23:26
  is
• 23:27
  that
• 23:27
  part
• 23:28
  of
• 23:28
  the
• 23:28
  deal
• 23:28
  is
• 23:28
  you
• 23:29
  get
• 23:29
  the.
• 23:29
  You
• 23:29
  could
• 23:29
  get
• 23:29
  the
• 23:30
  funding,
• 23:30
  but
• 23:30
  you
• 23:31
  give
• 23:31
  up
• 23:31
  a
• 23:31
  lot
• 23:31
  of
• 23:32
  the.
• 23:32
  The
• 23:32
  rights
• 23:33
  over
• 23:33
  YouTube.
• 23:36
  Yeah,
• 23:37
  it's
• 23:37
  really
• 23:37
  weird.
• 23:37
  I
• 23:37
  was
• 23:38
  reading
• 23:38
  Barry
• 23:38
  Diller's
• 23:39
  autobiography.
• 23:39
  Barry
• 23:40
  Diller
• 23:40
  was
• 23:40
  the
• 23:40
  chairman
• 23:41
  of
• 23:41
  Fox
• 23:41
  and
• 23:42
  Paramount,
• 23:42
  and
• 23:43
  he's
• 23:43
  one
• 23:43
  of
• 23:43
  the
• 23:43
  titans
• 23:44
  of
• 23:44
  Hollywood.
• 23:45
  And
• 23:46
  Barry
• 23:46
  Diller
• 23:46
  has
• 23:47
  one
• 23:47
  of
• 23:47
  his
• 23:47
  rules
• 23:48
  is
• 23:48
  don't
• 23:49
  compromise
• 23:52
  and
• 23:53
  walk
• 23:53
  away
• 23:54
  from
• 23:54
  the
• 23:54
  deal
• 23:57
  if
• 23:57
  you
• 23:57
  don't
• 23:57
  get
• 23:58
  what
• 23:58
  you
• 23:58
  want
• 23:59
  here.
• 24:01
  We
• 24:01
  knew
• 24:01
  that
• 24:03
  the
• 24:04
  series
• 24:04
  was
• 24:05
  important
• 24:06
  to
• 24:06
  us
• 24:07
  and
• 24:07
  to
• 24:07
  Disney.
• 24:09
  And
• 24:11
  my
• 24:11
  attitude
• 24:11
  about
• 24:12
  doing
• 24:12
  business
• 24:13
  is
• 24:13
  basically
• 24:14
  that
• 24:14
  everybody
• 24:14
  has
• 24:15
  to
• 24:15
  walk
• 24:15
  away
• 24:15
  happy.
• 24:17
  And,
• 24:18
  you
• 24:18
  know,
• 24:20
  the
• 24:20
  most
• 24:20
  important
• 24:20
  thing
• 24:21
  of
• 24:21
  this
• 24:21
  entire
• 24:22
  panel
• 24:22
  and
• 24:23
  of
• 24:23
  our
• 24:23
  business
• 24:24
  is
• 24:24
  content.
• 24:25
  What
• 24:26
  John
• 24:26
  and
• 24:26
  Al
• 24:26
  and
• 24:27
  the
• 24:27
  team
• 24:27
  created
• 24:28
  is
• 24:28
  really
• 24:28
  the
• 24:28
  most
• 24:29
  important
• 24:29
  thing.
• 24:30
  And
• 24:30
  so
• 24:30
  it's
• 24:31
  our
• 24:31
  responsibility
• 24:32
  to
• 24:32
  make
• 24:32
  sure
• 24:32
  that
• 24:33
  it's
• 24:33
  well
• 24:33
  taken
• 24:33
  care
• 24:34
  of.
• 24:34
  But
• 24:36
  if
• 24:36
  you
• 24:37
  have
• 24:37
  something
• 24:37
  that
• 24:38
  people
• 24:38
  want,
• 24:39
  they'll
• 24:39
  work
• 24:39
  it
• 24:39
  out.
• 24:40
  And
• 24:40
  the
• 24:41
  good
• 24:41
  thing
• 24:41
  is,
• 24:41
  is
• 24:41
  that
• 24:42
  in
• 24:43
  our
• 24:43
  talks
• 24:43
  with
• 24:44
  Kavi
• 24:44
  and
• 24:44
  Rick,
• 24:47
  they've
• 24:48
  been
• 24:48
  to
• 24:48
  this
• 24:48
  rodeo
• 24:49
  before,
• 24:49
  you
• 24:50
  know,
• 24:50
  they've
• 24:50
  done
• 24:50
  many,
• 24:51
  many,
• 24:51
  many
• 24:51
  deals,
• 24:52
  and
• 24:52
  they
• 24:52
  know
• 24:52
  what
• 24:53
  we
• 24:53
  collectively
• 24:54
  need
• 24:54
  to
• 24:54
  build
• 24:55
  a
• 24:55
  global
• 24:55
  brand.
• 24:57
  And
• 24:57
  I
• 24:57
  would
• 24:58
  say
• 24:58
  that
• 24:58
  again,
• 24:58
  like,
• 24:59
  my
• 24:59
  perspective
• 25:00
  is
• 25:00
  always
• 25:00
  that
• 25:00
  it's
• 25:01
  based
• 25:01
  on
• 25:01
  relationships
• 25:04
  and
• 25:04
  that
• 25:04
  as
• 25:05
  a
• 25:05
  brand
• 25:05
  owner,
• 25:06
  you
• 25:07
  know,
• 25:07
  if
• 25:07
  you
• 25:07
  can't
• 25:07
  sell
• 25:07
  it
• 25:08
  to
• 25:08
  anyone
• 25:08
  and
• 25:08
  your
• 25:08
  only
• 25:09
  deal
• 25:09
  is
• 25:09
  to
• 25:09
  give
• 25:10
  in
• 25:10
  uncertain
• 25:10
  things,
• 25:10
  you
• 25:11
  have
• 25:11
  to
• 25:11
  do
• 25:11
  that.
• 25:12
  But
• 25:13
  in
• 25:13
  the
• 25:13
  meantime,
• 25:13
  if
• 25:14
  you
• 25:14
  can
• 25:14
  get
• 25:14
  a
• 25:15
  deal,
• 25:16
  you
• 25:16
  should
• 25:18
  do
• 25:18
  your
• 25:18
  best
• 25:18
  to
• 25:19
  get
• 25:19
  what
• 25:19
  you
• 25:19
  want.
• 25:19
  Yep.
• 25:20
  And
• 25:20
  do
• 25:20
  you
• 25:20
  feel
• 25:20
  like
• 25:21
  the
• 25:21
  studios
• 25:21
  and
• 25:22
  the
• 25:22
  broadcasters
• 25:22
  that
• 25:22
  that
• 25:23
  mindset
• 25:23
  has
• 25:24
  evolved
• 25:24
  and
• 25:24
  shifted
• 25:25
  a
• 25:25
  bit
• 25:25
  anyway,
• 25:25
  in
• 25:25
  terms
• 25:26
  of
• 25:26
  YouTube
• 25:26
  and.
• 25:27
  And
• 25:28
  relinquishing
• 25:29
  some
• 25:29
  of
• 25:29
  those
• 25:29
  rights
• 25:30
  to
• 25:30
  kind
• 25:30
  of.
• 25:30
  To
• 25:31
  allow.
• 25:31
  I
• 25:31
  don't
• 25:31
  know
• 25:31
  what
• 25:32
  you're
• 25:32
  relinquishing.
• 25:32
  You
• 25:33
  need
• 25:33
  to
• 25:33
  sell
• 25:33
  it
• 25:33
  better.
• 25:34
  Like
• 25:34
  collaborating
• 25:35
  on
• 25:35
  the
• 25:35
  collaborating.
• 25:36
  Because
• 25:36
  you're
• 25:36
  collaborating
• 25:37
  with
• 25:37
  Disney
• 25:37
  app
• 25:37
  rights,
• 25:38
  right?
• 25:38
  Yeah,
• 25:38
  it
• 25:39
  depends
• 25:39
  on
• 25:39
  the
• 25:39
  platform.
• 25:40
  Very
• 25:40
  good
• 25:40
  point.
• 25:40
  Yeah,
• 25:42
  I
• 25:42
  think
• 25:42
  it
• 25:42
  depends
• 25:42
  on
• 25:43
  the
• 25:43
  platform.
• 25:43
  And
• 25:43
  I
• 25:44
  mean,
• 25:44
  you're
• 25:44
  talking
• 25:45
  about
• 25:45
  the
• 25:45
  global
• 25:45
  platforms,
• 25:46
  you're
• 25:46
  talking
• 25:46
  about
• 25:46
  all
• 25:47
  the
• 25:47
  broadcasters
• 25:48
  we
• 25:48
  work
• 25:48
  with
• 25:48
  worldwide.
• 25:50
  Everybody
• 25:50
  has.
• 25:52
  I
• 25:52
  have
• 25:52
  a
• 25:52
  client
• 25:53
  who
• 25:55
  runs
• 25:55
  a
• 25:55
  big
• 25:55
  network
• 25:56
  somewhere
• 25:56
  in
• 25:57
  the
• 25:57
  world,
• 25:58
  and
• 25:59
  she
• 25:59
  doesn't
• 26:00
  allow
• 26:01
  absolutely
• 26:02
  any
• 26:02
  rights
• 26:03
  to
• 26:03
  go,
• 26:04
  you
• 26:04
  know,
• 26:04
  no
• 26:05
  YouTube,
• 26:05
  no
• 26:06
  social
• 26:06
  media,
• 26:07
  no
• 26:07
  subscription
• 26:08
  VOD.
• 26:10
  And
• 26:10
  in
• 26:10
  fact,
• 26:11
  you
• 26:11
  know,
• 26:11
  there's
• 26:11
  like,
• 26:12
  she
• 26:12
  has
• 26:12
  this
• 26:12
  famous
• 26:13
  language
• 26:13
  in
• 26:13
  her
• 26:13
  agreements
• 26:14
  that
• 26:14
  addresses
• 26:15
  that.
• 26:15
  It
• 26:15
  really
• 26:16
  depends
• 26:16
  on
• 26:16
  the
• 26:16
  platform.
• 26:18
  I
• 26:18
  think
• 26:18
  that
• 26:19
  if
• 26:19
  you're
• 26:19
  a
• 26:19
  platform
• 26:20
  that.
• 26:21
  That
• 26:22
  knows
• 26:23
  that
• 26:23
  having
• 26:27
  having
• 26:27
  products
• 26:27
  in
• 26:28
  the
• 26:28
  market
• 26:28
  isn't
• 26:29
  just
• 26:29
  revenue
• 26:29
  generating,
• 26:30
  but
• 26:30
  it's
• 26:31
  also
• 26:32
  drives
• 26:33
  viewership.
• 26:35
  There's
• 26:35
  those
• 26:35
  platforms
• 26:36
  that
• 26:36
  have
• 26:36
  that
• 26:36
  attitude,
• 26:37
  and
• 26:37
  there's
• 26:38
  other
• 26:38
  platforms
• 26:39
  that
• 26:39
  are
• 26:39
  still
• 26:39
  kind
• 26:40
  of
• 26:40
  stuck
• 26:40
  in
• 26:40
  the
• 26:41
  1980s
• 26:42
  where
• 26:42
  they
• 26:42
  don't.
• 26:43
  But
• 26:43
  it's
• 26:44
  evolved.
• 26:44
  It's
• 26:44
  like
• 26:45
  when
• 26:45
  YouTube
• 26:45
  started,
• 26:47
  YouTube
• 26:47
  was
• 26:47
  the
• 26:48
  devil.
• 26:49
  I
• 26:49
  was
• 26:49
  very
• 26:49
  involved
• 26:50
  with
• 26:50
  YouTube.
• 26:50
  I
• 26:50
  encouraged
• 26:51
  them
• 26:51
  to
• 26:51
  go
• 26:51
  out
• 26:52
  and
• 26:52
  embrace
• 26:52
  these
• 26:53
  platforms
• 26:53
  and
• 26:54
  explain
• 26:54
  to
• 26:54
  them
• 26:55
  how
• 26:55
  it'll
• 26:56
  help
• 26:56
  build
• 26:56
  their
• 26:56
  business.
• 26:56
  And
• 26:57
  it's
• 26:57
  taken
• 26:57
  them
• 26:58
  years
• 26:58
  and
• 26:59
  years
• 26:59
  and
• 26:59
  years
• 27:00
  to
• 27:00
  get
• 27:00
  that
• 27:00
  trust.
• 27:01
  But
• 27:01
  still,
• 27:01
  some
• 27:02
  platforms
• 27:03
  are
• 27:04
  stuck
• 27:04
  in
• 27:04
  the
• 27:04
  past.
• 27:06
  And
• 27:06
  it's
• 27:07
  understandable.
• 27:07
  I
• 27:07
  mean,
• 27:08
  if
• 27:08
  you
• 27:08
  have
• 27:08
  something
• 27:09
  that
• 27:09
  someone's
• 27:09
  paying
• 27:10
  for,
• 27:10
  like
• 27:10
  Disney
• 27:10
  junior
• 27:11
  or
• 27:11
  Netflix
• 27:11
  or
• 27:12
  Hulu
• 27:12
  or
• 27:12
  what
• 27:12
  have
• 27:13
  you,
• 27:13
  and
• 27:13
  then
• 27:13
  all
• 27:14
  of
• 27:14
  a
• 27:14
  Sudden
• 27:14
  all
• 27:14
  your
• 27:14
  content
• 27:15
  is
• 27:15
  available
• 27:15
  for
• 27:16
  free.
• 27:16
  It
• 27:16
  kills
• 27:17
  their
• 27:17
  business
• 27:17
  model.
• 27:18
  So
• 27:18
  you
• 27:18
  have
• 27:18
  to
• 27:18
  window
• 27:19
  it
• 27:20
  and
• 27:21
  also
• 27:21
  respect
• 27:24
  that
• 27:24
  these
• 27:24
  companies
• 27:25
  need
• 27:25
  to
• 27:25
  protect
• 27:26
  their
• 27:26
  business.
• 27:26
  But
• 27:27
  it's
• 27:27
  also,
• 27:27
  you
• 27:27
  can
• 27:27
  understand
• 27:28
  it,
• 27:28
  right?
• 27:28
  And
• 27:28
  like,
• 27:29
  I'm
• 27:29
  happy
• 27:29
  to
• 27:29
  name
• 27:29
  it.
• 27:29
  Like,
• 27:30
  it
• 27:30
  is
• 27:30
  a
• 27:30
  challenge
• 27:31
  for
• 27:31
  many
• 27:31
  public
• 27:31
  service
• 27:32
  broadcasters.
• 27:33
  And
• 27:33
  that's
• 27:33
  natural
• 27:33
  because
• 27:34
  they're
• 27:34
  on
• 27:34
  the
• 27:34
  hook
• 27:35
  to
• 27:35
  local
• 27:36
  license
• 27:36
  fee
• 27:36
  payers.
• 27:37
  Right.
• 27:37
  That
• 27:37
  is,
• 27:37
  their
• 27:37
  remit
• 27:38
  is
• 27:38
  to
• 27:38
  serve
• 27:38
  local.
• 27:39
  So
• 27:39
  interfacing
• 27:40
  with
• 27:40
  the
• 27:40
  global
• 27:41
  reality
• 27:41
  of
• 27:41
  YouTube
• 27:42
  is.
• 27:43
  Yeah,
• 27:45
  there's
• 27:45
  an
• 27:45
  inherent
• 27:46
  conflict
• 27:47
  there.
• 27:47
  And
• 27:47
  it's
• 27:47
  a
• 27:47
  tough
• 27:48
  one
• 27:48
  to
• 27:48
  advocate
• 27:49
  for.
• 27:49
  And
• 27:49
  I'm
• 27:50
  sure
• 27:50
  it's
• 27:50
  a
• 27:50
  tough
• 27:51
  one
• 27:51
  for
• 27:51
  them
• 27:51
  to
• 27:51
  advocate
• 27:52
  internally
• 27:52
  when
• 27:52
  they're
• 27:53
  dealing
• 27:53
  with
• 27:53
  adult
• 27:53
  teams
• 27:54
  and
• 27:54
  sports
• 27:54
  teams
• 27:54
  and
• 27:55
  news
• 27:55
  teams
• 27:55
  and
• 27:55
  they're
• 27:55
  like,
• 27:56
  but
• 27:56
  for
• 27:56
  the
• 27:56
  kids
• 27:56
  stuff,
• 27:57
  we
• 27:57
  need
• 27:57
  to
• 27:57
  do
• 27:57
  it
• 27:57
  this
• 27:57
  way.
• 27:58
  So
• 27:59
  I
• 27:59
  feel
• 28:00
  for
• 28:00
  the
• 28:00
  position
• 28:00
  that
• 28:00
  they.
• 28:01
  You're
• 28:01
  right.
• 28:01
  But
• 28:02
  like,
• 28:02
  for
• 28:02
  example,
• 28:05
  some
• 28:06
  of
• 28:06
  the
• 28:06
  most
• 28:06
  important
• 28:06
  meetings
• 28:07
  that
• 28:07
  Vienna
• 28:07
  and
• 28:07
  I
• 28:07
  have
• 28:09
  in
• 28:09
  our
• 28:09
  lives
• 28:09
  are
• 28:10
  with
• 28:10
  Walmart
• 28:10
  and
• 28:10
  Target.
• 28:12
  Ultimately,
• 28:13
  that's
• 28:13
  where
• 28:13
  we
• 28:14
  will
• 28:14
  make
• 28:14
  the
• 28:14
  most
• 28:14
  money
• 28:15
  in
• 28:15
  our
• 28:15
  businesses.
• 28:17
  And
• 28:18
  when
• 28:18
  we
• 28:18
  sit
• 28:18
  with
• 28:18
  Walmart
• 28:19
  and
• 28:19
  Target
• 28:19
  quarterly,
• 28:21
  we
• 28:21
  have
• 28:22
  to
• 28:22
  show
• 28:22
  them
• 28:23
  a
• 28:23
  plan
• 28:24
  of
• 28:24
  not
• 28:24
  only
• 28:24
  everything
• 28:25
  we're
• 28:25
  doing
• 28:25
  in
• 28:25
  marketing,
• 28:27
  but
• 28:27
  also
• 28:28
  exactly
• 28:29
  what
• 28:29
  the
• 28:29
  YouTube
• 28:30
  schedule
• 28:30
  is
• 28:30
  for
• 28:30
  the
• 28:31
  next
• 28:31
  quarter,
• 28:31
  exactly
• 28:32
  what
• 28:32
  we're
• 28:32
  doing
• 28:32
  on
• 28:32
  social
• 28:33
  media.
• 28:34
  And
• 28:34
  the
• 28:34
  nice
• 28:34
  thing
• 28:34
  is
• 28:35
  that
• 28:35
  the
• 28:35
  operations
• 28:36
  that
• 28:36
  I've
• 28:36
  always
• 28:37
  run,
• 28:38
  we
• 28:38
  control
• 28:39
  everything.
• 28:39
  We
• 28:40
  control
• 28:40
  the
• 28:40
  distribution
• 28:41
  side
• 28:41
  so
• 28:42
  we
• 28:42
  can
• 28:42
  guarantee
• 28:42
  what
• 28:43
  we're
• 28:43
  doing
• 28:43
  on
• 28:43
  YouTube
• 28:44
  and
• 28:44
  social
• 28:44
  media
• 28:44
  and
• 28:44
  television
• 28:45
  and
• 28:45
  the
• 28:46
  consumer
• 28:46
  products.
• 28:46
  And
• 28:47
  that's,
• 28:47
  you
• 28:47
  know,
• 28:48
  very
• 28:48
  unusual
• 28:48
  because
• 28:49
  we
• 28:49
  can
• 28:49
  just
• 28:49
  look
• 28:50
  the
• 28:50
  executives
• 28:51
  at
• 28:51
  those
• 28:51
  retailers
• 28:52
  in
• 28:52
  the
• 28:52
  eye
• 28:52
  and
• 28:52
  say
• 28:52
  that.
• 28:53
  But
• 28:53
  what
• 28:54
  people
• 28:54
  don't
• 28:54
  understand
• 28:54
  is
• 28:55
  that
• 28:55
  if
• 28:55
  you
• 28:56
  don't
• 28:56
  promise
• 28:56
  that
• 28:56
  to
• 28:57
  the
• 28:57
  toy
• 28:57
  companies
• 28:57
  and
• 28:57
  the
• 28:58
  publishers
• 28:58
  and
• 28:58
  the
• 28:58
  licensees
• 28:59
  and
• 29:00
  all
• 29:00
  the
• 29:01
  people
• 29:01
  that
• 29:01
  we
• 29:01
  work
• 29:01
  with,
• 29:02
  then
• 29:03
  you
• 29:03
  have
• 29:03
  no
• 29:03
  business.
• 29:04
  So
• 29:05
  it's
• 29:05
  all
• 29:06
  strategic.
• 29:06
  And
• 29:06
  people
• 29:09
  like
• 29:09
  Rick,
• 29:09
  for
• 29:09
  example,
• 29:10
  who've
• 29:10
  been
• 29:10
  around
• 29:11
  for
• 29:11
  a
• 29:11
  long
• 29:11
  time,
• 29:12
  understand
• 29:12
  that.
• 29:13
  And
• 29:13
  it
• 29:13
  benefits
• 29:14
  everybody.
• 29:14
  Yeah,
• 29:15
  yeah.
• 29:15
  And
• 29:15
  I
• 29:15
  think,
• 29:15
  you
• 29:16
  know,
• 29:16
  you
• 29:16
  can
• 29:16
  observe
• 29:17
  from
• 29:17
  the
• 29:17
  outside
• 29:17
  of
• 29:17
  the
• 29:18
  rights
• 29:18
  collaboration
• 29:20
  with
• 29:20
  Disney
• 29:21
  on
• 29:21
  Bluey.
• 29:21
  Right.
• 29:21
  And
• 29:22
  that's
• 29:22
  one
• 29:22
  of
• 29:22
  the
• 29:22
  reasons
• 29:22
  why
• 29:23
  that
• 29:23
  show
• 29:23
  is
• 29:23
  where
• 29:23
  it
• 29:24
  is
• 29:24
  today.
• 29:24
  I
• 29:24
  would
• 29:24
  say
• 29:25
  I'm
• 29:26
  obsessed
• 29:26
  with
• 29:26
  the
• 29:27
  routine
• 29:27
  driven
• 29:28
  factor
• 29:28
  of
• 29:28
  it
• 29:29
  because
• 29:30
  I
• 29:30
  just
• 29:30
  think
• 29:30
  it's
• 29:30
  something
• 29:31
  that's
• 29:31
  been
• 29:31
  so
• 29:31
  neglected
• 29:32
  for
• 29:32
  numerous
• 29:33
  years
• 29:33
  in
• 29:33
  On
• 29:33
  Demand
• 29:34
  Vienna.
• 29:34
  I'd
• 29:34
  love
• 29:34
  to
• 29:35
  talk
• 29:35
  about
• 29:35
  how
• 29:36
  that
• 29:36
  routine
• 29:36
  driven
• 29:37
  factor
• 29:37
  ended
• 29:37
  up
• 29:38
  influencing
• 29:38
  strategy
• 29:39
  or
• 29:40
  the
• 29:40
  line
• 29:41
  roundup
• 29:42
  in
• 29:42
  consumer
• 29:42
  products.
• 29:43
  Absolutely.
• 29:44
  It
• 29:44
  was
• 29:44
  everything.
• 29:45
  It
• 29:45
  was
• 29:45
  the
• 29:45
  foundation
• 29:46
  for
• 29:46
  the
• 29:46
  strategy
• 29:47
  for
• 29:48
  consumer
• 29:49
  products.
• 29:51
  This
• 29:51
  show
• 29:52
  is
• 29:52
  such
• 29:52
  A
• 29:52
  natural
• 29:53
  extension
• 29:54
  for
• 29:55
  products
• 29:55
  and
• 29:56
  a
• 29:56
  wide
• 29:57
  range
• 29:57
  of
• 29:57
  products.
• 30:00
  And
• 30:00
  actually,
• 30:00
  it's
• 30:00
  more
• 30:01
  categories
• 30:01
  than
• 30:01
  it
• 30:02
  even
• 30:02
  is
• 30:02
  products.
• 30:03
  I
• 30:04
  can
• 30:04
  give
• 30:04
  you
• 30:04
  an
• 30:04
  example.
• 30:06
  Typically,
• 30:06
  as
• 30:06
  Richard
• 30:07
  had
• 30:07
  mentioned,
• 30:08
  we
• 30:08
  will
• 30:08
  sign
• 30:09
  and
• 30:09
  launch
• 30:09
  a
• 30:10
  toy
• 30:10
  partner
• 30:10
  and
• 30:11
  a
• 30:11
  publishing
• 30:11
  partner.
• 30:12
  And
• 30:12
  then
• 30:12
  there's
• 30:12
  categories
• 30:13
  that
• 30:13
  follow,
• 30:14
  like
• 30:14
  bedding
• 30:14
  will
• 30:14
  follow
• 30:15
  a
• 30:15
  couple
• 30:15
  seasons
• 30:16
  later.
• 30:16
  Apparel
• 30:17
  may
• 30:17
  follow,
• 30:18
  and
• 30:18
  then
• 30:18
  sleepwear
• 30:19
  will
• 30:19
  follow
• 30:19
  apparel.
• 30:20
  But
• 30:20
  because
• 30:21
  of
• 30:21
  these,
• 30:23
  the
• 30:23
  routine
• 30:24
  that
• 30:24
  this
• 30:24
  show
• 30:25
  reinforces,
• 30:26
  every
• 30:26
  single
• 30:26
  episode
• 30:27
  of
• 30:28
  playtime,
• 30:29
  meal
• 30:29
  time,
• 30:30
  bath
• 30:30
  time,
• 30:32
  story
• 30:32
  time,
• 30:33
  and
• 30:33
  sleep
• 30:33
  time,
• 30:33
  These
• 30:34
  categories
• 30:35
  are
• 30:35
  natural
• 30:35
  extensions
• 30:36
  in
• 30:36
  consumer
• 30:36
  products.
• 30:37
  So
• 30:38
  you
• 30:38
  may
• 30:38
  see
• 30:39
  betting
• 30:39
  launch
• 30:40
  with
• 30:41
  toys
• 30:41
  and
• 30:41
  publishing,
• 30:42
  for
• 30:42
  example,
• 30:43
  because
• 30:43
  it's
• 30:43
  such
• 30:43
  a
• 30:43
  strong
• 30:44
  category
• 30:45
  and
• 30:45
  there's
• 30:45
  that
• 30:46
  connective
• 30:47
  tissue
• 30:47
  between
• 30:47
  product
• 30:48
  and
• 30:48
  show.
• 30:49
  So
• 30:50
  show
• 30:50
  to
• 30:50
  shelf.
• 30:51
  So,
• 30:51
  absolutely
• 30:52
  100%.
• 30:57
  The
• 30:57
  routines
• 30:58
  really
• 30:59
  influenced
• 31:00
  the
• 31:00
  overall
• 31:01
  consumer
• 31:01
  product
• 31:02
  strategy.
• 31:02
  And.
• 31:03
  Well,
• 31:03
  can
• 31:04
  you.
• 31:04
  Can
• 31:05
  you
• 31:05
  convey
• 31:06
  how
• 31:09
  the
• 31:09
  chart
• 31:09
  that
• 31:10
  you
• 31:10
  did
• 31:11
  that
• 31:11
  explained
• 31:11
  to
• 31:12
  the
• 31:12
  toy
• 31:12
  companies,
• 31:13
  every
• 31:13
  licensee
• 31:14
  in
• 31:14
  the
• 31:14
  world,
• 31:14
  why
• 31:15
  this
• 31:15
  was
• 31:16
  a
• 31:16
  phenomenal
• 31:17
  product
• 31:17
  opportunity?
• 31:18
  The
• 31:18
  three
• 31:18
  buckets.
• 31:19
  Yes,
• 31:19
  absolutely.
• 31:20
  Richard's
• 31:20
  auditioning
• 31:21
  for
• 31:21
  co
• 31:21
  host
• 31:21
  Andy.
• 31:22
  Yep.
• 31:24
  Yeah.
• 31:24
  So
• 31:25
  one
• 31:25
  of
• 31:26
  the
• 31:26
  unique
• 31:26
  selling
• 31:27
  propositions
• 31:27
  of
• 31:28
  this
• 31:28
  is
• 31:29
  that
• 31:29
  we
• 31:30
  can
• 31:30
  hit
• 31:31
  multiple
• 31:32
  areas
• 31:33
  within
• 31:33
  consumer
• 31:34
  products.
• 31:34
  So,
• 31:34
  for
• 31:34
  example,
• 31:35
  you
• 31:35
  have
• 31:35
  your
• 31:35
  natural
• 31:36
  toy
• 31:36
  and
• 31:37
  play
• 31:37
  extension.
• 31:39
  Everyday
• 31:39
  play
• 31:40
  super
• 31:40
  easy.
• 31:41
  Right.
• 31:41
  When
• 31:41
  kids
• 31:42
  want
• 31:42
  to
• 31:42
  emulate
• 31:43
  the
• 31:43
  show.
• 31:43
  So
• 31:44
  whether
• 31:44
  that's
• 31:45
  figure
• 31:46
  play,
• 31:46
  plush
• 31:47
  play,
• 31:47
  and
• 31:48
  then
• 31:49
  you've
• 31:50
  got
• 31:50
  the
• 31:50
  daily
• 31:50
  routine.
• 31:51
  So
• 31:51
  you
• 31:51
  have
• 31:51
  all
• 31:52
  these
• 31:52
  products
• 31:52
  that
• 31:53
  ladder
• 31:53
  up
• 31:53
  to
• 31:54
  playtime
• 31:55
  or
• 31:55
  mealtime.
• 31:56
  So
• 31:56
  think
• 31:56
  tabletop
• 31:57
  decor
• 31:58
  and
• 31:58
  tabletop
• 31:59
  products
• 31:59
  for
• 32:00
  mealtime.
• 32:01
  Think
• 32:01
  food
• 32:01
  play
• 32:02
  from
• 32:02
  mealtime.
• 32:03
  And
• 32:03
  then
• 32:03
  you
• 32:03
  go
• 32:03
  into
• 32:04
  brushy
• 32:04
  time
• 32:05
  or
• 32:05
  bath
• 32:05
  time.
• 32:06
  Think
• 32:06
  of
• 32:06
  all
• 32:06
  the
• 32:06
  products
• 32:07
  there
• 32:07
  you've
• 32:07
  got.
• 32:08
  Bath
• 32:08
  is
• 32:08
  gonna
• 32:08
  be
• 32:08
  a
• 32:09
  huge
• 32:09
  category
• 32:09
  for
• 32:10
  us
• 32:12
  along
• 32:12
  with
• 32:12
  hba.
• 32:13
  So
• 32:15
  bath,
• 32:17
  whether
• 32:17
  it's
• 32:18
  like
• 32:18
  bath
• 32:18
  bubbles
• 32:19
  and
• 32:19
  crayons
• 32:20
  that
• 32:20
  you
• 32:20
  play
• 32:21
  with
• 32:21
  in
• 32:21
  the
• 32:21
  bath,
• 32:22
  and
• 32:22
  then
• 32:23
  you've
• 32:23
  got
• 32:23
  your
• 32:24
  move
• 32:24
  into
• 32:25
  story
• 32:25
  time.
• 32:26
  Obviously,
• 32:26
  publishing,
• 32:27
  that
• 32:27
  totally
• 32:28
  makes
• 32:28
  sense,
• 32:28
  but
• 32:28
  it
• 32:29
  can
• 32:29
  extend
• 32:29
  farther
• 32:30
  into,
• 32:30
  like
• 32:30
  nap
• 32:31
  mats,
• 32:32
  cozy
• 32:32
  throws,
• 32:33
  and
• 32:34
  then
• 32:34
  you've
• 32:34
  got
• 32:34
  bedtime,
• 32:35
  which
• 32:35
  clearly
• 32:36
  bed
• 32:36
  is
• 32:37
  gonna
• 32:37
  be
• 32:37
  a
• 32:37
  huge
• 32:37
  caddy
• 32:38
  for
• 32:38
  us,
• 32:38
  such
• 32:38
  as
• 32:39
  bedding
• 32:39
  and
• 32:40
  sleep
• 32:40
  toys.
• 32:41
  And
• 32:41
  then
• 32:42
  the
• 32:42
  third
• 32:42
  bucket
• 32:43
  is
• 32:43
  tools
• 32:44
  for
• 32:44
  parents.
• 32:45
  So
• 32:46
  John
• 32:46
  had
• 32:46
  mentioned
• 32:47
  how
• 32:47
  this
• 32:47
  show
• 32:47
  was
• 32:47
  created
• 32:48
  to
• 32:48
  help
• 32:48
  solve
• 32:49
  a
• 32:49
  problem.
• 32:50
  The
• 32:50
  show
• 32:50
  solves
• 32:51
  a
• 32:51
  problem,
• 32:51
  but
• 32:51
  we
• 32:51
  have
• 32:52
  this
• 32:52
  unique
• 32:52
  and
• 32:52
  wonderful
• 32:53
  opportunity
• 32:54
  to
• 32:55
  solve
• 32:55
  a
• 32:55
  problem
• 32:55
  in
• 32:56
  the
• 32:56
  home,
• 32:57
  in
• 32:57
  kids,
• 32:57
  hands
• 32:58
  in,
• 32:58
  parents
• 32:58
  hands
• 32:59
  every
• 32:59
  day,
• 32:59
  outside
• 33:00
  and
• 33:00
  beyond
• 33:00
  the
• 33:01
  screen.
• 33:01
  So.
• 33:02
  So
• 33:02
  we
• 33:02
  want
• 33:02
  to
• 33:02
  create,
• 33:03
  and
• 33:03
  we
• 33:03
  will
• 33:03
  create
• 33:04
  products
• 33:04
  that
• 33:05
  help
• 33:05
  parents
• 33:06
  with
• 33:07
  their
• 33:07
  take
• 33:07
  their
• 33:08
  child
• 33:08
  through
• 33:08
  the
• 33:09
  day,
• 33:09
  help
• 33:09
  with
• 33:10
  the
• 33:10
  child's
• 33:10
  emotional
• 33:11
  regulation.
• 33:11
  So,
• 33:12
  for
• 33:12
  example,
• 33:12
  the
• 33:12
  TikTok
• 33:13
  clock
• 33:13
  is
• 33:13
  so
• 33:14
  very
• 33:14
  important.
• 33:14
  To
• 33:15
  the
• 33:15
  show
• 33:15
  and
• 33:15
  we're
• 33:15
  going
• 33:16
  to
• 33:16
  bring
• 33:16
  that
• 33:16
  into
• 33:16
  homes.
• 33:17
  And
• 33:17
  that
• 33:17
  will
• 33:18
  be
• 33:18
  a
• 33:18
  product
• 33:18
  that
• 33:19
  help
• 33:19
  guides
• 33:20
  the
• 33:20
  families,
• 33:21
  whether
• 33:21
  the
• 33:22
  child
• 33:22
  or
• 33:22
  the
• 33:22
  parent,
• 33:23
  through
• 33:23
  the
• 33:24
  day.
• 33:25
  As
• 33:25
  well
• 33:25
  as
• 33:25
  sleep
• 33:26
  aids.
• 33:26
  That's
• 33:27
  going
• 33:27
  to
• 33:27
  be
• 33:27
  also
• 33:27
  a
• 33:27
  very
• 33:28
  important
• 33:29
  product
• 33:29
  type
• 33:30
  for
• 33:30
  us
• 33:30
  as
• 33:30
  well.
• 33:31
  So
• 33:31
  those
• 33:31
  are
• 33:31
  the
• 33:31
  three
• 33:31
  buckets,
• 33:32
  the
• 33:32
  natural
• 33:32
  play
• 33:33
  and
• 33:33
  then
• 33:34
  the
• 33:34
  routines
• 33:35
  that
• 33:35
  ladder
• 33:36
  up
• 33:36
  to
• 33:36
  each
• 33:36
  category
• 33:37
  and
• 33:38
  tools
• 33:39
  for
• 33:39
  parents.
• 33:40
  That's
• 33:40
  wonderful.
• 33:41
  And
• 33:42
  they
• 33:42
  kind
• 33:42
  of
• 33:42
  arise
• 33:43
  so
• 33:43
  organically
• 33:43
  out
• 33:43
  of
• 33:44
  the
• 33:44
  show,
• 33:44
  all
• 33:44
  of
• 33:44
  the
• 33:44
  things.
• 33:45
  Absolutely.
• 33:45
  And
• 33:46
  I
• 33:46
  think
• 33:46
  that's
• 33:46
  one
• 33:46
  thing
• 33:47
  that's
• 33:47
  so
• 33:47
  important.
• 33:48
  Authenticity
• 33:48
  is
• 33:49
  so
• 33:49
  important
• 33:49
  to
• 33:49
  all
• 33:50
  of
• 33:50
  us.
• 33:50
  And
• 33:50
  the
• 33:50
  show
• 33:51
  is
• 33:51
  authentic
• 33:51
  and
• 33:52
  we
• 33:52
  want
• 33:52
  the
• 33:53
  products
• 33:53
  to
• 33:53
  be
• 33:53
  authentic
• 33:54
  too.
• 33:54
  We're
• 33:54
  not
• 33:54
  label
• 33:55
  slapping,
• 33:55
  we're
• 33:55
  not
• 33:55
  force
• 33:56
  fitting
• 33:56
  something.
• 33:57
  This
• 33:57
  is
• 33:57
  a
• 33:57
  natural
• 33:58
  extension.
• 33:58
  And
• 33:59
  how
• 34:00
  did
• 34:00
  you
• 34:00
  kind
• 34:00
  of
• 34:00
  ensure
• 34:01
  that
• 34:01
  the
• 34:01
  partners
• 34:02
  that
• 34:02
  you
• 34:02
  found
• 34:02
  were
• 34:02
  the
• 34:03
  right
• 34:03
  partners
• 34:05
  for
• 34:05
  the
• 34:05
  show
• 34:05
  and
• 34:05
  for
• 34:06
  the
• 34:06
  products
• 34:06
  as
• 34:06
  well?
• 34:07
  Yeah,
• 34:08
  it
• 34:08
  was
• 34:08
  really
• 34:08
  tough.
• 34:09
  We
• 34:09
  were
• 34:09
  in
• 34:09
  a
• 34:09
  really
• 34:10
  great
• 34:10
  position
• 34:11
  that
• 34:11
  the
• 34:11
  RFPs
• 34:12
  that
• 34:12
  we've
• 34:12
  done
• 34:13
  and
• 34:13
  that
• 34:13
  we're
• 34:13
  continuing
• 34:14
  to
• 34:14
  do
• 34:14
  are
• 34:15
  very
• 34:15
  competitive,
• 34:16
  were
• 34:16
  very
• 34:16
  competitive.
• 34:17
  So
• 34:17
  we
• 34:17
  had
• 34:18
  Cream
• 34:18
  of
• 34:18
  the
• 34:18
  Crop
• 34:19
  to
• 34:19
  select
• 34:19
  from.
• 34:20
  And
• 34:20
  it
• 34:20
  was
• 34:20
  not
• 34:21
  an
• 34:21
  easy
• 34:21
  process,
• 34:23
  I
• 34:23
  would
• 34:23
  say.
• 34:23
  Some
• 34:24
  of
• 34:24
  the
• 34:24
  things
• 34:24
  that
• 34:24
  we
• 34:24
  look
• 34:24
  for
• 34:25
  are
• 34:26
  a
• 34:26
  partner
• 34:26
  that
• 34:27
  shares
• 34:28
  the
• 34:28
  same
• 34:28
  brand
• 34:29
  value,
• 34:29
  a
• 34:29
  partner
• 34:30
  that
• 34:30
  understands
• 34:31
  the
• 34:31
  importance
• 34:31
  of
• 34:31
  the
• 34:32
  show,
• 34:34
  a
• 34:34
  partner
• 34:36
  who
• 34:36
  shares
• 34:37
  our
• 34:37
  values
• 34:37
  as
• 34:38
  well,
• 34:38
  a
• 34:38
  partner
• 34:38
  who's
• 34:39
  interested
• 34:39
  in
• 34:39
  long
• 34:40
  term
• 34:40
  brand
• 34:41
  building,
• 34:41
  not
• 34:41
  just
• 34:42
  really
• 34:42
  quick
• 34:42
  wins,
• 34:43
  a
• 34:43
  partner
• 34:44
  who
• 34:44
  is
• 34:44
  best
• 34:44
  in
• 34:45
  class
• 34:45
  in
• 34:45
  their
• 34:45
  category,
• 34:46
  a
• 34:46
  partner
• 34:46
  who
• 34:47
  shares
• 34:48
  our
• 34:50
  requirement
• 34:50
  for
• 34:51
  high
• 34:51
  quality
• 34:52
  and
• 34:52
  safety,
• 34:54
  a
• 34:54
  partner
• 34:54
  who's
• 34:54
  got
• 34:55
  great
• 34:55
  relationships
• 34:55
  with
• 34:56
  buyers.
• 34:57
  It's.
• 34:58
  We
• 34:58
  look
• 34:58
  at
• 34:58
  a
• 34:58
  lot
• 34:59
  of
• 34:59
  things
• 34:59
  and
• 34:59
  we're
• 34:59
  very
• 35:00
  fortunate
• 35:00
  with
• 35:00
  the
• 35:00
  partners
• 35:01
  we've
• 35:01
  signed
• 35:01
  on
• 35:01
  and
• 35:02
  we
• 35:02
  look
• 35:02
  forward
• 35:02
  to
• 35:03
  signing
• 35:03
  on
• 35:03
  a
• 35:04
  lot
• 35:04
  more
• 35:04
  wonderful
• 35:04
  partners.
• 35:05
  And
• 35:06
  when,
• 35:07
  again,
• 35:08
  like
• 35:08
  when
• 35:08
  we
• 35:08
  get
• 35:08
  involved
• 35:09
  in
• 35:09
  a
• 35:09
  brand
• 35:10
  immediately,
• 35:11
  even
• 35:12
  if
• 35:12
  we're
• 35:12
  developing
• 35:12
  a
• 35:13
  show
• 35:13
  and
• 35:13
  we
• 35:13
  have
• 35:13
  the
• 35:13
  first
• 35:14
  drawing,
• 35:14
  we're
• 35:14
  always
• 35:15
  talking
• 35:15
  to
• 35:15
  the
• 35:15
  retailers
• 35:16
  and
• 35:16
  the
• 35:16
  toy
• 35:17
  companies
• 35:17
  and
• 35:17
  the
• 35:17
  publishers
• 35:18
  throughout
• 35:18
  the
• 35:18
  year.
• 35:19
  And
• 35:19
  our
• 35:20
  first
• 35:20
  meeting
• 35:20
  with
• 35:21
  a
• 35:21
  very
• 35:22
  large
• 35:23
  retailer,
• 35:24
  when
• 35:24
  we
• 35:25
  showed
• 35:25
  Beddybyess,
• 35:27
  the
• 35:28
  executive
• 35:28
  said,
• 35:29
  this
• 35:30
  is
• 35:30
  absolutely
• 35:31
  beautiful.
• 35:32
  I
• 35:32
  love
• 35:32
  it.
• 35:35
  I
• 35:35
  love
• 35:35
  that
• 35:35
  it's
• 35:36
  a
• 35:36
  niche.
• 35:37
  You're
• 35:37
  going
• 35:38
  to
• 35:38
  own
• 35:38
  bedtime
• 35:39
  across
• 35:39
  this
• 35:39
  entire
• 35:40
  retail
• 35:41
  chain
• 35:41
  and
• 35:42
  in
• 35:42
  every
• 35:42
  category.
• 35:43
  And
• 35:43
  so
• 35:44
  one
• 35:44
  of
• 35:44
  the
• 35:44
  other
• 35:45
  messages
• 35:45
  that
• 35:46
  we
• 35:46
  wanted
• 35:46
  to
• 35:46
  convey
• 35:47
  to
• 35:47
  you
• 35:47
  today,
• 35:47
  which
• 35:48
  very
• 35:48
  early
• 35:49
  on
• 35:49
  when
• 35:49
  Jocelyn
• 35:50
  and
• 35:50
  I
• 35:50
  were
• 35:50
  talking
• 35:50
  about
• 35:50
  this
• 35:51
  panel
• 35:51
  and
• 35:51
  is
• 35:52
  that
• 35:53
  if
• 35:54
  you
• 35:54
  have
• 35:55
  a
• 35:55
  great
• 35:56
  show,
• 35:56
  you
• 35:57
  know,
• 35:57
  business
• 35:57
  is
• 35:57
  tough
• 35:58
  now,
• 35:59
  everybody
• 35:59
  knows
• 36:00
  that
• 36:00
  in
• 36:00
  our
• 36:00
  industry,
• 36:01
  if
• 36:01
  you
• 36:01
  have
• 36:02
  a
• 36:02
  great
• 36:02
  show
• 36:02
  and
• 36:03
  you
• 36:03
  have
• 36:03
  a
• 36:03
  great
• 36:03
  plan,
• 36:05
  and
• 36:05
  particularly
• 36:06
  we
• 36:06
  like
• 36:06
  niches
• 36:07
  where
• 36:07
  things
• 36:08
  can
• 36:08
  stand
• 36:08
  out
• 36:08
  from
• 36:09
  all
• 36:09
  the
• 36:09
  clutter.
• 36:10
  There's
• 36:11
  a
• 36:11
  lot
• 36:11
  of
• 36:11
  opportunity
• 36:12
  out
• 36:12
  there.
• 36:14
  Yeah,
• 36:15
  totally.
• 36:15
  No,
• 36:16
  and
• 36:16
  that's
• 36:16
  like
• 36:17
  one
• 36:17
  of
• 36:17
  the,
• 36:17
  one
• 36:17
  of
• 36:17
  the
• 36:18
  major
• 36:18
  pieces
• 36:19
  that
• 36:19
  really
• 36:19
  works
• 36:19
  for
• 36:19
  this
• 36:20
  brand,
• 36:22
  Moose.
• 36:22
  A
• 36:22
  few
• 36:23
  things
• 36:23
  like
• 36:23
  Moose
• 36:25
  met
• 36:25
  the
• 36:25
  needs
• 36:26
  that
• 36:26
  you
• 36:26
  guys
• 36:26
  were
• 36:26
  looking
• 36:26
  for.
• 36:27
  They're
• 36:27
  obviously
• 36:28
  a
• 36:28
  really
• 36:28
  interesting
• 36:28
  company
• 36:30
  and
• 36:30
  a
• 36:30
  great
• 36:30
  brand
• 36:30
  to
• 36:31
  have
• 36:31
  announced.
• 36:32
  A
• 36:32
  great
• 36:32
  partner
• 36:32
  to
• 36:33
  have
• 36:33
  announced
• 36:33
  with
• 36:33
  this.
• 36:34
  Yes,
• 36:34
  absolutely.
• 36:35
  We're
• 36:35
  so
• 36:36
  incredibly
• 36:36
  happy
• 36:36
  with
• 36:37
  our
• 36:37
  partnership
• 36:38
  with
• 36:38
  Moose
• 36:39
  Toys.
• 36:40
  Yeah.
• 36:41
  Very
• 36:41
  happy
• 36:42
  about
• 36:42
  that
• 36:42
  partnership.
• 36:42
  Yeah.
• 36:43
  It's
• 36:43
  like
• 36:43
  every
• 36:44
  time
• 36:44
  Vienna
• 36:45
  sends
• 36:45
  me
• 36:45
  the
• 36:45
  samples
• 36:46
  that
• 36:46
  Moose
• 36:46
  do
• 36:47
  or
• 36:47
  prototypes
• 36:48
  and
• 36:48
  stuff
• 36:48
  like
• 36:48
  that,
• 36:48
  I
• 36:48
  regress
• 36:49
  back
• 36:49
  to
• 36:49
  being
• 36:49
  a
• 36:50
  four
• 36:50
  year
• 36:50
  old
• 36:50
  boy
• 36:50
  on
• 36:50
  Christmas
• 36:51
  Day.
• 36:51
  It
• 36:51
  is
• 36:51
  just
• 36:52
  so
• 36:52
  exciting
• 36:52
  to
• 36:52
  see
• 36:53
  just
• 36:53
  the
• 36:54
  innovation
• 36:54
  that's
• 36:54
  coming
• 36:55
  out
• 36:55
  of
• 36:55
  them,
• 36:55
  really.
• 36:56
  It's,
• 36:56
  you
• 36:57
  know,
• 36:57
  just
• 36:57
  how
• 36:57
  deep
• 36:58
  they
• 36:59
  have
• 36:59
  dived
• 36:59
  into
• 37:00
  the
• 37:00
  brand
• 37:00
  and
• 37:01
  just
• 37:01
  saw
• 37:01
  aspects
• 37:02
  of
• 37:02
  it
• 37:02
  that
• 37:02
  we
• 37:03
  had
• 37:03
  never
• 37:03
  seen
• 37:04
  in
• 37:04
  it.
• 37:04
  Yeah.
• 37:05
  And
• 37:05
  really
• 37:05
  just
• 37:05
  bring
• 37:06
  it
• 37:06
  out
• 37:06
  and
• 37:07
  really
• 37:07
  closely
• 37:07
  looking
• 37:08
  at
• 37:08
  the
• 37:08
  play
• 37:08
  patterns
• 37:09
  that
• 37:09
  are
• 37:09
  just
• 37:09
  naturally
• 37:10
  built
• 37:10
  into
• 37:10
  the
• 37:10
  show
• 37:10
  and
• 37:10
  then
• 37:11
  being
• 37:11
  able
• 37:11
  to
• 37:11
  take
• 37:11
  them
• 37:12
  and
• 37:12
  put
• 37:12
  them
• 37:12
  towards
• 37:12
  retailers,
• 37:13
  it's
• 37:14
  incredibly
• 37:15
  exciting
• 37:15
  what
• 37:15
  they're
• 37:15
  doing.
• 37:16
  Yeah.
• 37:17
  Again,
• 37:17
  it
• 37:17
  feels
• 37:17
  like
• 37:18
  it's
• 37:18
  so
• 37:18
  organic
• 37:19
  to
• 37:19
  the
• 37:19
  show.
• 37:21
  The
• 37:21
  characters
• 37:21
  lend
• 37:21
  themselves
• 37:22
  to
• 37:23
  being
• 37:23
  kind
• 37:24
  of
• 37:24
  recreated
• 37:25
  in
• 37:25
  a
• 37:25
  way
• 37:25
  that
• 37:26
  you
• 37:26
  can
• 37:26
  play
• 37:26
  with
• 37:26
  them,
• 37:27
  but
• 37:27
  it
• 37:27
  feels
• 37:27
  organic
• 37:28
  to
• 37:29
  the
• 37:29
  show
• 37:29
  and
• 37:29
  they're
• 37:29
  part
• 37:29
  of
• 37:29
  the
• 37:30
  spirit
• 37:30
  of
• 37:30
  the
• 37:30
  show
• 37:30
  as
• 37:31
  well.
• 37:31
  It's
• 37:32
  great.
• 37:32
  You've
• 37:32
  done
• 37:33
  a
• 37:33
  great
• 37:33
  job
• 37:33
  with
• 37:33
  that.
• 37:34
  Yeah.
• 37:34
  And
• 37:34
  I
• 37:35
  mean,
• 37:35
  we've
• 37:35
  had
• 37:36
  a
• 37:36
  long
• 37:36
  discussion
• 37:36
  on
• 37:36
  eyes.
• 37:37
  Right.
• 37:37
  Like
• 37:38
  the
• 37:39
  eyes
• 37:39
  are
• 37:39
  the
• 37:40
  soul
• 37:41
  to
• 37:41
  the
• 37:41
  characters
• 37:41
  and
• 37:42
  we
• 37:42
  want
• 37:42
  to
• 37:42
  really
• 37:42
  try
• 37:43
  to
• 37:43
  capture
• 37:44
  that
• 37:44
  and
• 37:44
  recreate
• 37:45
  that
• 37:45
  in
• 37:45
  our
• 37:45
  product.
• 37:46
  So,
• 37:46
  yeah,
• 37:47
  we
• 37:47
  dig
• 37:47
  deep
• 37:48
  and
• 37:48
  we
• 37:48
  have
• 37:48
  partners
• 37:49
  that
• 37:49
  are
• 37:50
  good
• 37:50
  with
• 37:50
  that.
• 37:50
  Right.
• 37:51
  That
• 37:51
  they,
• 37:51
  that
• 37:52
  they
• 37:52
  want
• 37:52
  to
• 37:52
  get
• 37:52
  it
• 37:53
  right.
• 37:54
  And
• 37:54
  so,
• 37:55
  yeah,
• 37:56
  that's
• 37:56
  one
• 37:57
  example
• 37:57
  of,
• 37:57
  of
• 37:58
  the
• 37:58
  partnership
• 37:59
  between
• 37:59
  the
• 38:00
  creators
• 38:00
  of
• 38:00
  the
• 38:00
  content
• 38:01
  and
• 38:01
  our
• 38:02
  consumer
• 38:02
  product
• 38:03
  partner.
• 38:04
  Consumer
• 38:04
  products
• 38:04
  partners
• 38:05
  and
• 38:05
  ourselves.
• 38:06
  And
• 38:06
  the
• 38:06
  other
• 38:06
  thing
• 38:06
  is
• 38:10
  a
• 38:10
  lot
• 38:10
  of
• 38:10
  distributors
• 38:11
  and
• 38:11
  a
• 38:11
  lot
• 38:11
  of
• 38:11
  licensing
• 38:12
  agents,
• 38:12
  which
• 38:13
  is
• 38:13
  basically
• 38:13
  what
• 38:13
  our
• 38:14
  role
• 38:14
  is,
• 38:16
  aren't
• 38:16
  collaborative
• 38:16
  with
• 38:17
  creators.
• 38:18
  And
• 38:20
  we
• 38:21
  talk
• 38:21
  throughout
• 38:21
  the
• 38:22
  week.
• 38:22
  We
• 38:23
  have
• 38:23
  regular
• 38:23
  calls.
• 38:24
  John's
• 38:25
  involved
• 38:25
  in
• 38:25
  everything
• 38:26
  and
• 38:26
  his
• 38:26
  team,
• 38:27
  again,
• 38:28
  we're
• 38:28
  the
• 38:28
  aunt
• 38:29
  and
• 38:29
  uncle
• 38:29
  and
• 38:30
  he's
• 38:30
  the
• 38:31
  dad
• 38:31
  and.
• 38:32
  And
• 38:33
  I
• 38:33
  think,
• 38:34
  you
• 38:35
  know,
• 38:35
  John
• 38:35
  and
• 38:35
  I
• 38:35
  had
• 38:35
  a
• 38:36
  talk
• 38:36
  a
• 38:36
  while
• 38:36
  ago
• 38:36
  that,
• 38:37
  you
• 38:37
  know,
• 38:37
  we're
• 38:37
  one
• 38:37
  of
• 38:37
  the
• 38:38
  few
• 38:38
  companies
• 38:39
  in
• 38:39
  our
• 38:39
  space
• 38:40
  that
• 38:41
  actually
• 38:42
  really
• 38:42
  involved.
• 38:44
  Yeah,
• 38:44
  no,
• 38:44
  and
• 38:45
  they
• 38:45
  want
• 38:45
  us
• 38:45
  to
• 38:45
  be,
• 38:46
  I
• 38:46
  think,
• 38:46
  you
• 38:46
  know,
• 38:46
  most
• 38:47
  of
• 38:47
  them,
• 38:47
  you
• 38:47
  know,
• 38:47
  do
• 38:48
  appreciate,
• 38:50
  you
• 38:50
  know,
• 38:50
  I
• 38:50
  guess.
• 38:50
  Yeah,
• 38:50
  we
• 38:51
  are
• 38:51
  the
• 38:51
  father
• 38:51
  and
• 38:52
  the
• 38:52
  mother
• 38:52
  and
• 38:52
  the
• 38:52
  uncle
• 38:53
  and.
• 38:53
  Yeah,
• 38:54
  we
• 38:54
  want
• 38:54
  input
• 38:55
  and
• 38:55
  that
• 38:55
  input
• 38:55
  is
• 38:56
  largely,
• 38:57
  you
• 38:57
  know,
• 38:57
  it's
• 38:57
  welcomed
• 38:58
  and,
• 38:58
  you
• 38:59
  know,
• 38:59
  they've
• 38:59
  changed
• 39:01
  aspects
• 39:01
  of
• 39:02
  the
• 39:02
  design
• 39:02
  or
• 39:02
  whatever
• 39:03
  like
• 39:03
  that,
• 39:03
  built
• 39:03
  around
• 39:04
  our
• 39:04
  notes,
• 39:05
  which
• 39:05
  is
• 39:05
  great.
• 39:06
  And
• 39:06
  yeah,
• 39:06
  it's
• 39:06
  a
• 39:06
  very
• 39:07
  collaborative
• 39:08
  process
• 39:08
  with
• 39:09
  all
• 39:09
  of
• 39:09
  them.
• 39:09
  We'd
• 39:10
  never
• 39:10
  set
• 39:11
  out
• 39:11
  on
• 39:12
  as
• 39:12
  we
• 39:12
  were
• 39:12
  making
• 39:12
  Betty
• 39:13
  buys
• 39:13
  for
• 39:13
  it
• 39:13
  to
• 39:13
  be
• 39:14
  a
• 39:14
  toy
• 39:14
  play.
• 39:15
  We've
• 39:16
  tried
• 39:16
  that
• 39:16
  in
• 39:16
  the
• 39:16
  past
• 39:16
  and
• 39:17
  often
• 39:17
  kind
• 39:18
  of
• 39:18
  created
• 39:18
  quite
• 39:19
  cynical
• 39:19
  content
• 39:20
  around
• 39:20
  it.
• 39:20
  This
• 39:20
  was
• 39:21
  born
• 39:21
  out
• 39:21
  of
• 39:21
  the
• 39:21
  pure
• 39:22
  desperation
• 39:22
  of
• 39:22
  a
• 39:22
  parent
• 39:23
  needing
• 39:23
  to
• 39:23
  get
• 39:23
  their
• 39:23
  age
• 39:24
  deep.
• 39:25
  I
• 39:25
  feel
• 39:25
  that
• 39:25
  very.
• 39:26
  Just
• 39:26
  getting
• 39:26
  a
• 39:26
  show
• 39:26
  off
• 39:27
  the
• 39:27
  gordo
• 39:27
  it
• 39:27
  was.
• 39:29
  But
• 39:29
  I
• 39:29
  think
• 39:30
  that
• 39:30
  when
• 39:30
  you
• 39:30
  do,
• 39:31
  at
• 39:31
  least
• 39:31
  for
• 39:31
  a
• 39:31
  company
• 39:32
  like
• 39:32
  us,
• 39:32
  that
• 39:32
  I
• 39:32
  suppose
• 39:32
  is
• 39:33
  creatively
• 39:33
  driven
• 39:33
  for
• 39:33
  creating
• 39:35
  audiovisual
• 39:36
  content.
• 39:37
  When
• 39:37
  you
• 39:37
  do
• 39:37
  try
• 39:38
  to
• 39:38
  shoehorn
• 39:38
  in
• 39:40
  early
• 39:40
  on,
• 39:40
  you
• 39:41
  know,
• 39:42
  make
• 39:42
  an
• 39:42
  overt
• 39:43
  play
• 39:43
  for
• 39:43
  it
• 39:44
  being
• 39:44
  a
• 39:44
  toy
• 39:45
  opportunity.
• 39:46
  We've
• 39:46
  always
• 39:46
  kind
• 39:47
  of
• 39:47
  failed
• 39:47
  dismally
• 39:48
  at
• 39:48
  that
• 39:48
  when
• 39:49
  it's.
• 39:49
  When
• 39:49
  it
• 39:49
  is
• 39:49
  the
• 39:50
  creative
• 39:50
  that's
• 39:50
  driving
• 39:50
  it
• 39:51
  and
• 39:52
  there's
• 39:52
  an
• 39:52
  authenticity,
• 39:53
  I
• 39:53
  think
• 39:53
  that
• 39:53
  will
• 39:54
  bring
• 39:54
  partners
• 39:54
  to
• 39:54
  the
• 39:55
  table.
• 39:55
  Yeah.
• 39:55
  Amazing.
• 39:58
  Wouldn't
• 39:58
  be
• 39:58
  the
• 39:58
  Kids
• 39:59
  Media
• 39:59
  Club
• 39:59
  podcast
• 39:59
  if
• 39:59
  we
• 40:00
  weren't
• 40:00
  from.
• 40:00
  Yes.
• 40:00
  Jumping
• 40:01
  to
• 40:01
  ask
• 40:01
  a
• 40:01
  question
• 40:01
  with
• 40:02
  so
• 40:02
  much
• 40:03
  enthusiasm.
• 40:03
  Yeah.
• 40:03
  So
• 40:04
  my
• 40:04
  question
• 40:04
  was
• 40:05
  going
• 40:05
  to
• 40:05
  be
• 40:07
  what
• 40:07
  does
• 40:07
  it
• 40:07
  mean
• 40:08
  to
• 40:08
  market
• 40:08
  a
• 40:10
  preschool?
• 40:10
  That
• 40:11
  was
• 40:11
  going
• 40:11
  to
• 40:11
  be
• 40:11
  my
• 40:11
  question.
• 40:16
  And
• 40:16
  that's
• 40:16
  kind
• 40:16
  of
• 40:16
  to
• 40:17
  the
• 40:17
  group
• 40:17
  really.
• 40:18
  How
• 40:18
  is
• 40:18
  it
• 40:19
  different
• 40:19
  now,
• 40:20
  marketing
• 40:21
  for
• 40:22
  preschool
• 40:22
  IP
• 40:23
  brand
• 40:23
  in
• 40:23
  today's
• 40:25
  environment?
• 40:26
  Well,
• 40:27
  it's
• 40:28
  really.
• 40:31
  Again,
• 40:31
  as
• 40:31
  I
• 40:32
  mentioned
• 40:32
  before,
• 40:36
  you're
• 40:36
  really
• 40:36
  wanting
• 40:37
  to
• 40:37
  reach
• 40:37
  the
• 40:37
  parents
• 40:38
  and
• 40:38
  the
• 40:38
  caregivers.
• 40:41
  Right
• 40:41
  now,
• 40:42
  social
• 40:42
  media
• 40:42
  is
• 40:43
  the
• 40:43
  most
• 40:43
  effective.
• 40:46
  The
• 40:47
  rule
• 40:47
  that
• 40:48
  we
• 40:48
  have
• 40:48
  with
• 40:48
  our
• 40:49
  brands
• 40:50
  is
• 40:50
  that
• 40:51
  you
• 40:51
  reach
• 40:51
  out
• 40:52
  to
• 40:52
  that
• 40:52
  audience
• 40:53
  at
• 40:53
  least
• 40:53
  three
• 40:54
  or
• 40:54
  four
• 40:54
  times
• 40:54
  a
• 40:54
  week.
• 40:56
  We've
• 40:57
  spent
• 40:57
  a
• 40:58
  huge
• 40:58
  amount
• 40:58
  of
• 40:59
  time
• 41:00
  working
• 41:00
  with
• 41:00
  John
• 41:01
  and
• 41:01
  the
• 41:01
  team
• 41:02
  on
• 41:02
  what
• 41:02
  that
• 41:03
  content
• 41:03
  is.
• 41:04
  So
• 41:04
  it's
• 41:04
  a
• 41:04
  mix
• 41:04
  of
• 41:05
  advice,
• 41:06
  starting
• 41:07
  with
• 41:07
  bedtime.
• 41:08
  Dr.
• 41:08
  Harding's
• 41:09
  involved
• 41:09
  in
• 41:09
  that.
• 41:10
  We'll
• 41:10
  bring
• 41:11
  on
• 41:11
  other
• 41:11
  experts
• 41:12
  that
• 41:12
  deal
• 41:12
  with
• 41:12
  mealtime
• 41:13
  and.
• 41:14
  And
• 41:15
  other
• 41:15
  issues
• 41:15
  that
• 41:16
  parents
• 41:16
  are
• 41:16
  having.
• 41:18
  So
• 41:18
  the.
• 41:19
  The
• 41:19
  purpose
• 41:19
  of
• 41:19
  our
• 41:19
  social
• 41:20
  media
• 41:20
  first
• 41:21
  and
• 41:21
  foremost
• 41:21
  is
• 41:22
  information.
• 41:24
  Secondly,
• 41:26
  offering
• 41:26
  activities
• 41:27
  and
• 41:27
  clips
• 41:28
  and
• 41:28
  fun
• 41:28
  things
• 41:28
  that
• 41:28
  they
• 41:29
  can
• 41:29
  share
• 41:29
  with
• 41:29
  their
• 41:30
  kids.
• 41:34
  YouTube
• 41:35
  From
• 41:35
  a
• 41:35
  marketing
• 41:35
  perspective
• 41:36
  is
• 41:36
  the
• 41:36
  most
• 41:36
  effective
• 41:37
  way
• 41:37
  to
• 41:37
  reach
• 41:37
  the
• 41:38
  kids
• 41:41
  as
• 41:42
  well
• 41:42
  as
• 41:42
  obviously
• 41:42
  the
• 41:43
  platforms
• 41:43
  that
• 41:43
  we're
• 41:43
  on.
• 41:45
  And
• 41:45
  then
• 41:47
  we
• 41:47
  work
• 41:48
  with
• 41:49
  agencies
• 41:49
  and
• 41:50
  outside
• 41:50
  companies.
• 41:51
  The
• 41:52
  most
• 41:52
  effective
• 41:53
  form
• 41:53
  of
• 41:53
  marketing
• 41:54
  there
• 41:55
  is
• 41:55
  digital
• 41:55
  advertising.
• 41:57
  So
• 41:59
  we're
• 42:00
  going
• 42:00
  to
• 42:00
  support
• 42:01
  our
• 42:02
  television
• 42:02
  platforms
• 42:03
  in
• 42:03
  the
• 42:03
  major
• 42:04
  markets
• 42:04
  with
• 42:04
  digital
• 42:04
  ads.
• 42:05
  It's
• 42:05
  the
• 42:05
  most
• 42:06
  effective
• 42:06
  way
• 42:06
  to
• 42:06
  reach
• 42:08
  once
• 42:09
  we're
• 42:09
  in
• 42:09
  retail.
• 42:10
  It's
• 42:10
  very
• 42:11
  scientific.
• 42:12
  So
• 42:12
  for
• 42:12
  Example,
• 42:12
  in
• 42:12
  the
• 42:13
  United
• 42:13
  States,
• 42:14
  we
• 42:14
  know
• 42:14
  every
• 42:15
  single
• 42:16
  store
• 42:17
  where
• 42:18
  our
• 42:18
  products
• 42:19
  are,
• 42:20
  and
• 42:20
  we
• 42:20
  can
• 42:21
  buy
• 42:21
  digital
• 42:21
  advertising
• 42:22
  to
• 42:23
  target
• 42:24
  parents
• 42:25
  of
• 42:26
  preschoolers
• 42:27
  that
• 42:28
  live
• 42:28
  within
• 42:29
  30
• 42:29
  miles
• 42:29
  of
• 42:30
  that
• 42:30
  store.
• 42:31
  And
• 42:32
  our
• 42:32
  experience
• 42:33
  over
• 42:33
  the
• 42:34
  years
• 42:34
  and
• 42:34
  our
• 42:34
  colleagues
• 42:35
  that
• 42:35
  know
• 42:35
  it
• 42:35
  better
• 42:35
  than
• 42:36
  us,
• 42:36
  that
• 42:36
  run
• 42:36
  the
• 42:36
  toy
• 42:37
  companies,
• 42:38
  that
• 42:38
  is
• 42:38
  the
• 42:38
  most
• 42:39
  effective
• 42:39
  way
• 42:39
  to
• 42:39
  drive
• 42:40
  sales
• 42:40
  through.
• 42:41
  And
• 42:41
  the
• 42:41
  other
• 42:41
  thing
• 42:41
  that
• 42:42
  Vienna
• 42:42
  and
• 42:42
  I
• 42:42
  just
• 42:43
  started
• 42:43
  doing
• 42:44
  recently
• 42:45
  was
• 42:45
  using
• 42:46
  influencers,
• 42:47
  hiring
• 42:48
  mom
• 42:49
  influencers
• 42:50
  that
• 42:50
  can
• 42:50
  do
• 42:51
  the
• 42:51
  same
• 42:51
  thing.
• 42:51
  And
• 42:53
  when
• 42:53
  we
• 42:53
  kind
• 42:53
  of
• 42:53
  went
• 42:54
  through
• 42:54
  that
• 42:54
  journey
• 42:54
  and
• 42:54
  we're
• 42:55
  learning
• 42:55
  how
• 42:55
  to
• 42:55
  do
• 42:55
  it,
• 42:58
  what
• 42:59
  we
• 42:59
  did
• 42:59
  was,
• 42:59
  is
• 42:59
  that
• 43:00
  we
• 43:00
  hired
• 43:00
  mom
• 43:00
  influencers
• 43:01
  who
• 43:02
  weren't
• 43:02
  only
• 43:03
  popular
• 43:03
  influencers,
• 43:04
  but
• 43:04
  they
• 43:05
  were
• 43:05
  popular,
• 43:06
  like
• 43:06
  with
• 43:07
  the
• 43:07
  Target
• 43:07
  crowd
• 43:07
  or
• 43:08
  the
• 43:08
  Walmart
• 43:08
  crowd.
• 43:10
  And
• 43:10
  then
• 43:11
  as
• 43:11
  we
• 43:11
  got
• 43:11
  into
• 43:12
  it
• 43:12
  and
• 43:12
  learned
• 43:12
  more,
• 43:13
  they
• 43:13
  really
• 43:13
  need
• 43:14
  to
• 43:14
  be
• 43:14
  either
• 43:14
  in
• 43:15
  the
• 43:15
  store
• 43:16
  with
• 43:16
  the
• 43:16
  product
• 43:17
  or
• 43:17
  they
• 43:17
  need
• 43:17
  to
• 43:18
  be,
• 43:18
  like
• 43:18
  in
• 43:19
  the
• 43:19
  home,
• 43:19
  in
• 43:19
  the
• 43:19
  bedroom,
• 43:20
  for
• 43:20
  example.
• 43:20
  We
• 43:20
  did
• 43:20
  an
• 43:21
  influencer
• 43:21
  campaign
• 43:22
  for
• 43:22
  one
• 43:22
  of
• 43:22
  our
• 43:22
  brands
• 43:23
  that
• 43:23
  had
• 43:23
  bedding,
• 43:24
  and
• 43:24
  they
• 43:24
  were
• 43:24
  in
• 43:25
  the
• 43:25
  bedroom,
• 43:25
  the
• 43:25
  mom
• 43:26
  setting
• 43:26
  it
• 43:26
  up.
• 43:26
  So
• 43:28
  that
• 43:28
  is
• 43:28
  the.
• 43:29
  Those
• 43:30
  are
• 43:30
  the
• 43:30
  areas
• 43:30
  of
• 43:31
  marketing
• 43:31
  that
• 43:31
  we
• 43:31
  focus
• 43:32
  on.
• 43:32
  Yeah.
• 43:33
  Joss
• 43:33
  is
• 43:34
  hovering.
• 43:35
  One
• 43:35
  quick,
• 43:36
  really
• 43:36
  quick
• 43:37
  Richard
• 43:38
  lesson
• 43:39
  that,
• 43:40
  you
• 43:40
  know,
• 43:40
  you
• 43:40
  would
• 43:40
  have
• 43:40
  the
• 43:41
  audience
• 43:41
  take
• 43:41
  away
• 43:41
  from
• 43:42
  your
• 43:42
  experience
• 43:42
  at
• 43:42
  beddy
• 43:43
  buys
• 43:43
  so
• 43:43
  far.
• 43:44
  Let's
• 43:44
  start
• 43:44
  with
• 43:44
  you,
• 43:44
  Vienna.
• 43:46
  The
• 43:46
  lesson,
• 43:47
  the
• 43:47
  takeaway.
• 43:49
  Well,
• 43:50
  I
• 43:50
  guess
• 43:51
  that
• 43:52
  when
• 43:52
  lightning
• 43:52
  strikes,
• 43:53
  it
• 43:53
  doesn't
• 43:53
  happen
• 43:53
  often.
• 43:54
  And
• 43:54
  I
• 43:54
  feel
• 43:54
  like
• 43:55
  this
• 43:55
  is
• 43:55
  maybe
• 43:56
  flitterbugs
• 43:56
  in
• 43:57
  a
• 43:57
  bottle.
• 43:57
  When
• 43:58
  lightning
• 43:58
  strikes,
• 43:58
  set
• 43:59
  yourself
• 43:59
  on
• 43:59
  fire
• 43:59
  and
• 44:00
  get
• 44:00
  working.
• 44:02
  So,
• 44:02
  no,
• 44:02
  this
• 44:02
  is.
• 44:04
  Collaboration
• 44:05
  is
• 44:05
  important.
• 44:05
  Having
• 44:06
  the
• 44:06
  right
• 44:06
  people,
• 44:06
  the
• 44:07
  right
• 44:07
  partners,
• 44:08
  the
• 44:09
  amazing
• 44:09
  content.
• 44:10
  Yeah.
• 44:11
  So
• 44:11
  this
• 44:11
  is.
• 44:12
  I'm
• 44:12
  so
• 44:12
  happy
• 44:12
  and
• 44:13
  proud
• 44:13
  to
• 44:13
  be
• 44:13
  a
• 44:13
  part
• 44:14
  of
• 44:14
  this.
• 44:14
  And
• 44:14
  I
• 44:14
  realize
• 44:15
  how
• 44:15
  uni,
• 44:15
  unique
• 44:15
  and
• 44:15
  rare
• 44:16
  it
• 44:16
  is.
• 44:16
  That's
• 44:17
  my
• 44:17
  takeaway.
• 44:18
  Yeah.
• 44:20
  Content
• 44:21
  number
• 44:21
  one.
• 44:22
  Content
• 44:22
  is
• 44:23
  king
• 44:23
  or
• 44:24
  queen
• 44:24
  or
• 44:25
  whatever
• 44:25
  you
• 44:25
  want
• 44:25
  to
• 44:25
  say.
• 44:26
  It's
• 44:26
  all
• 44:26
  about
• 44:26
  great
• 44:27
  content.
• 44:28
  My
• 44:28
  job
• 44:28
  is
• 44:29
  easy.
• 44:29
  I
• 44:29
  have
• 44:29
  an
• 44:29
  iPad.
• 44:30
  I
• 44:30
  show,
• 44:31
  John
• 44:31
  show.
• 44:31
  I
• 44:32
  take
• 44:32
  people
• 44:32
  to
• 44:32
  great
• 44:32
  meals.
• 44:34
  It's
• 44:34
  all
• 44:34
  about
• 44:34
  the
• 44:35
  great
• 44:35
  content.
• 44:36
  That's
• 44:36
  the
• 44:36
  hub
• 44:36
  of
• 44:37
  this,
• 44:37
  of
• 44:37
  our
• 44:37
  entire
• 44:38
  industry.
• 44:39
  Great
• 44:39
  content
• 44:40
  and
• 44:40
  great
• 44:40
  dinners.
• 44:41
  Yes.
• 44:42
  I
• 44:42
  would
• 44:43
  say
• 44:43
  the
• 44:43
  takeaway
• 44:44
  for
• 44:44
  me
• 44:44
  is
• 44:45
  that
• 44:45
  there's
• 44:45
  still
• 44:46
  an
• 44:46
  opportunity
• 44:47
  out
• 44:47
  there.
• 44:47
  There's
• 44:47
  still
• 44:48
  risks
• 44:48
  that
• 44:49
  are
• 44:49
  being
• 44:49
  taken
• 44:49
  for
• 44:50
  to
• 44:50
  create
• 44:50
  new
• 44:50
  ip.
• 44:51
  There's
• 44:51
  people
• 44:51
  that
• 44:51
  will
• 44:52
  still
• 44:52
  get
• 44:53
  behind
• 44:53
  you
• 44:53
  in
• 44:53
  the
• 44:53
  world
• 44:54
  of
• 44:54
  franchises.
• 44:55
  I
• 44:55
  think
• 44:55
  that,
• 44:56
  you
• 44:56
  know,
• 44:57
  it
• 44:57
  feels
• 44:58
  like
• 44:59
  the
• 44:59
  time
• 44:59
  is
• 45:00
  running
• 45:00
  out
• 45:00
  for
• 45:00
  the
• 45:01
  franchise
• 45:01
  and
• 45:02
  that
• 45:02
  there
• 45:02
  is
• 45:02
  going
• 45:03
  to
• 45:03
  be
• 45:03
  more
• 45:03
  space
• 45:04
  out
• 45:04
  there
• 45:04
  for
• 45:05
  original
• 45:06
  creations.
• 45:07
  And
• 45:07
  yeah,
• 45:07
  the
• 45:08
  lesson
• 45:08
  that
• 45:08
  I
• 45:08
  would
• 45:08
  learn
• 45:08
  is
• 45:09
  to
• 45:09
  stick
• 45:09
  with
• 45:09
  it,
• 45:09
  and
• 45:09
  I
• 45:10
  hope
• 45:10
  you
• 45:10
  do,
• 45:10
  too.
• 45:11
  There's
• 45:11
  life
• 45:11
  in
• 45:11
  the
• 45:11
  oil
• 45:12
  industry.
• 45:12
  Yes.
• 45:12
  Yes.
• 45:13
  Oh,
• 45:13
  that's
• 45:14
  a
• 45:14
  good
• 45:14
  note
• 45:14
  to
• 45:14
  finish
• 45:14
  on.
• 45:14
  That
• 45:15
  is
• 45:15
  a
• 45:15
  very
• 45:15
  good
• 45:15
  note.
• 45:15
  All
• 45:16
  right.
• 45:16
  Well
• 45:16
  listen,
• 45:17
  thank
• 45:17
  you
• 45:18
  so
• 45:18
  much
• 45:18
  for
• 45:18
  joining
• 45:18
  us
• 45:19
  today.
• 45:19
  Thank
• 45:20
  you.
• 45:20
  Thanks
• 45:20
  to
• 45:20
  the
• 45:20
  panel.
• 45:25
  We
• 45:25
  need
• 45:25
  we
• 45:25
  do
• 45:25
  need
• 45:26
  to
• 45:26
  share
• 45:26
  that
• 45:26
  Joe
• 45:26
  Redfer
• 45:27
  and
• 45:27
  our
• 45:27
  usual
• 45:27
  other
• 45:28
  co
• 45:28
  host
• 45:28
  who
• 45:28
  couldn't
• 45:28
  make
• 45:28
  it
• 45:29
  today.
• 45:29
  So
• 45:29
  we
• 45:29
  miss
• 45:29
  you,
• 45:29
  Joe.
• 45:30
  Sorry
• 45:30
  you
• 45:30
  didn't
• 45:30
  make
• 45:31
  it
• 45:31
  to
• 45:31
  San
• 45:31
  Diego.
• 45:31
  We're
• 45:32
  very
• 45:32
  grateful
• 45:32
  to
• 45:32
  have
• 45:33
  the
• 45:33
  opportunity
• 45:33
  to
• 45:33
  bring
• 45:34
  our
• 45:34
  listeners
• 45:34
  to
• 45:35
  kids.
• 45:35
  Absolutely.
• 45:36
  San
• 45:36
  Diego.
• 45:37
  Can
• 45:37
  you
• 45:37
  please
• 45:37
  do
• 45:38
  the
• 45:38
  sign
• 45:38
  off?
• 45:38
  I'll
• 45:38
  do
• 45:39
  the
• 45:39
  sign
• 45:39
  off.
• 45:39
  So
• 45:39
  thanks
• 45:40
  so
• 45:40
  much
• 45:40
  to
• 45:40
  our
• 45:40
  wonderful
• 45:41
  panelists
• 45:41
  and
• 45:42
  thanks
• 45:42
  to
• 45:42
  you
• 45:42
  guys
• 45:43
  as
• 45:43
  well.
• 45:43
  And
• 45:43
  thanks
• 45:44
  to
• 45:44
  our
• 45:44
  listeners
• 45:44
  at
• 45:45
  home.
• 45:46
  Please
• 45:46
  like
• 45:47
  and
• 45:47
  subscribe.
• 45:48
  And
• 45:48
  we'll
• 45:48
  be
• 45:49
  sadly
• 45:49
  not
• 45:49
  in
• 45:50
  sunny
• 45:50
  San
• 45:50
  Diego
• 45:50
  next
• 45:51
  week
• 45:51
  but
• 45:52
  back
• 45:52
  in
• 45:53
  Rainy
• 45:54
  island
• 45:55
  in
• 45:55
  England.
• 45:56
  It'll
• 45:56
  be
• 45:56
  March.
• 45:57
  It'll
• 45:57
  be
• 45:57
  March.
• 45:57
  That'll
• 45:58
  be
• 45:58
  nice
• 45:58
  and
• 45:58
  sunny.
• 45:59
  Well,
• 46:00
  that's
• 46:00
  great.
• 46:00
  So
• 46:00
  thanks
• 46:01
  very
• 46:01
  much
• 46:01
  everyone.