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WildBrain brushes up Hairdorables on YouTube

WildBrain will be tasked with growing the Hairdorables’ international audience

Toy manufacturer Just Play has appointed online network and studio WildBrain to manage a YouTube channel for its new doll brand Hairdorables and create original content for it.

WildBrain will grow the brand’s international audience through production and distribution of animated and live-action content on the YouTube channel.

The first series of Hairdorables is currently live on the channel, WildBrain’s own network and the YouTube Kids app.

The English-language video series, produced by WildBrain, consists of animated vlogs to introduce each character, live-action toy play videos and an animated series about the characters’ lives and adventures.

“YouTube is an integral part of the brand – the 12 Hairdorables characters are all YouTubers themselves who create unique content about their interests, from hairstyling to fashion to cooking,” said Geoffrey Greenberg, co-president of Just Play.

“The brand celebrates today’s creator community, so there is no better platform on which to introduce our characters.”

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