KI creates launch strategy for new Mermicorno: Starfall series   

Global kids and family marketing expert KI (Kids Industries) has been asked to create a campaign strategy to launch Mermicorno: Starfall, which debuted in the US on Max on January 30.  

Mermicono: Starfall is the new original animated comedy-adventure series from Thunderbird-owned Atomic Cartoons, produced in partnership with global art and lifestyle brand tokidoki.    

Inspired by tokidoki’s hit Mermicorno character family launched in 2016, Mermicorno: Starfall is a smart and fun adventure-comedy for kids five to nine. It takes place in a fantastical and magical undersea world where a team of Mermicornos (enchanting unicorn-mermaids) unite to save the ocean from an evil threat. During their epic mission, our heroes unlock the magic of creative self-expression, discover new depths of friendship and find the best bowl of ramen in the sea. 

The team at KI has been entrusted to create a cohesive launch strategy for Mermicorno: Starfall, including:   

·           Branding & messaging framework  

·           Campaign rollout plan, including the creation of a launch campaign toolkit   

·           Social media strategy and management   

·           Website design & build, which saw the KI team create a branded website to initially help to drive awareness, engagement, leading to the conversion of consumers to viewership.

The KI-developed Instagram and tiktok accounts (@mermicornostarfall) and the website, www.mermicornostarfall.com, are now live. Thunderbird has also launched @mermicornostarfallofficial on YouTube. The series will debut next in Canada on Corus Entertainment’s YTV and STACKTV on February 3. 

“Mermicorno: Starfall is energetic and vibrant in both story and design,” said Gary Pope, KI CEO. “We love its animation style and art direction. It brilliantly taps into anime and Kawaii culture, which is a huge – and fast-growing – trend among kids and kidults right now.  

“Creating the promotional assets for the brand, especially for social, was a lot of fun because the show and characters are naturally meme-able, which is the marketing Holy Grail for every kids brand. It’s quirky, too, which also helps it to stand out and be memorable. I mean, who doesn’t love to find a magical bowl of ramen noodles in the ocean while you’re helping to save the planet?”   

“KI has been an incredible partner in helping us position Mermicorno: Starfall’s unique appeal for launch and has created marketing assets that will serve the brand for years to come,” said Pooneh Mohajer, Co-Founder & CEO, tokidoki.

Richard Goldsmith, Thunderbird President of Global Distribution and Consumer Products, added, “Gary and his team at KI create marketing strategies grounded in their extensive knowledge of what kids and families like, watch and interact with. We could not be happier with their work on the launch strategy and materials for Mermicorno: Starfall.”