Insights from Pinkfong and BBC Studios at TCCF 2024 Taiwan
The Taiwan Content Creation Forum (TCCF) 2024 provided a vibrant platform for industry leaders to discuss the sweeping global trends in children’s content. Among the distinguished speakers were Gemma Joo of The Pinkfong Company and Joseph Yap of BBC Studios, who shared insights into their successful strategies for captivating young audiences worldwide.
Pinkfong’s “Baby Shark”: A Global Phenomenon
Gemma Joo, Vice President of Business Development at The Pinkfong Company, took the stage to highlight the meteoric rise of their flagship IP, Baby Shark. Since joining Pinkfong in 2014, Joo has been instrumental in transforming Baby Shark from a simple YouTube video into a global sensation with over “15 billion views”—making it the most viewed video in YouTube history.
“Building the Pinkfong brand on YouTube has been our core strategy,” Joo explained. “Our channels have amassed 120 million views and garnered 200 million followers from diverse regions including the US, Taiwan, Indonesia, and Brazil.” She emphasized the importance of leveraging multiple platforms to maximize reach. Baby Shark isn’t just a YouTube success; it has topped streaming charts on Netflix and Nickelodeon, thanks to strategic co-productions and widespread distribution across platforms like Prime Video, Roku, TikTok, and Pluto TV.
Joo also discussed the significance of cross-border collaborations in expanding their IP. Partnerships with international celebrities such as Luis Fonsi, known for the hit song “Despacito,” and collaborations with brands like Sesame Street and Hello Kitty have been pivotal in enhancing Baby Shark’s global appeal. This 360-degree approach—spanning live tours, merchandise, games, and mobile apps—ensures that Baby Shark remains omnipresent in the lives of children and parents alike.
BBC Studios’ “Bluey”: Embracing Local Culture with Universal Appeal
Joseph Yap, Senior Manager at BBC Studios Singapore, presented on the success of Bluey, an Australian-originated animated series that has captured millions of young viewers across 140 countries. Yap highlighted how Bluey’s unique blend of Australian cultural elements and universal themes has resonated with a global audience.
“Bluey is not just another children’s show; it’s a cultural ambassador,” Yap noted. “Its Australian roots provide a refreshing perspective that differentiates it from the typically US or UK-centric children’s content.” The show’s emphasis on storytelling, humor, and interactive play fosters co-viewing experiences between parents and children, enhancing its appeal.
Yap detailed the strategic localization efforts undertaken by BBC Studios to ensure Bluey’s relevance in diverse markets. Collaborations with local broadcasters like EBS in Korea, TV5 in the Philippines, and TV Tokyo in Japan have been crucial in tailoring content to fit regional preferences while maintaining the show’s core essence. This delicate balance between preserving cultural authenticity and ensuring universal relatability has been key to Bluey’s sustained popularity.
Overcoming Challenges in Global IP Expansion
Both Joo and Yap addressed the challenges inherent in expanding children’s content globally, particularly the high costs associated with localization. Joo shared Pinkfong’s strategy of starting small with short-form content to manage budgets effectively. “We begin with smaller episodes—three to two minutes long—to test and learn before scaling up,” she explained. This approach allows Pinkfong to mitigate risks and refine content based on audience feedback.
Yap echoed similar sentiments, emphasizing the importance of cultural adaptation without diluting the original content’s essence. “Localization goes beyond mere translation; it involves cultural sensitivity and relevance,” he stated. BBC Studios employs dedicated in-house teams to research and integrate local cultural nuances, ensuring that Bluey remains both authentic and relatable.
The Future of Children’s Content
Looking ahead, both companies are poised to continue their expansion with innovative strategies. Pinkfong is celebrating its 10th anniversary next year, with plans to further diversify its IP portfolio and enhance its global footprint. Meanwhile, BBC Studios aims to deepen its engagement with local markets through targeted social media campaigns and strategic partnerships.
Gemma Joo concluded, “Our goal is to make our content accessible to children everywhere, ensuring that characters like Baby Shark are a part of their daily lives across all platforms.” Joseph Yap added, “By respecting and integrating local cultures, we can create content that not only entertains but also educates and connects with children globally.”
