LICENSING NEWS

New virtual world for Turner

Published on: 5th April 2012

Turner Broadcasting has announced the launch of a new online virtual world for kids called Toonix.  

Available at www.toonix.com the site lets kids create and customise their own avatars and interact within the new game platform. Aimed at kids aged 7 to 11, Toonix is free to use.

Toonix is rolling out across EMEA, following a beta launch in the UK at the start of the year.  The UK soft launch, with no promotional push behind it, has seen over 250k registered users sign up to the virtual game.

Turner is planning an extensive online and on-air marketing campaign to support Toonix’s EMEA debut.

This will be Turner’s first digital only property and it is currently developing a licensing and merchandising programme for the site. The media owner has already appointed Wow! Stuff as master toy manufacturer across EMEA for Toonix.

Louise Okafor, director of digital entertainment, Turner Broadcasting, EMEA said: “A truly interactive experience, Toonix puts community and imagination at its core, encouraging kids to express themselves, get creative and interact in a fun and safe environment.  We know that kids really love the customisation and creation element, so there are many functions tied into this, whether it’s the ability to change their avatar to suit their mood, play games, do daily challenges or explore the vast Toonix world. Toonix is a truly digital-led initiative, with advertising and licensing opportunities built into it and it’s an exciting step forward in our digital strategy.”

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