Inside the Headspinner strategy for Denis and Me – Kidscreen

When Headspinner Productions launches its first animated kids series, Denis and Me (pictured), on YouTube in September, the Canadian prodco plans to use the platform to generate awareness of the brand and grow its existing consumer products program.

According to Headspinner co-founder Michelle Melanson, the prodco isn’t expecting to make revenue through ad sales because the Google-owned platform ceased serving personalized ads on “made for kids” content in early January. The change was implemented by the US Federal Trade Commission to make YouTube safer for kids.

Denis and Me, which will also run as part of the WOW! World Kids Collection on Bell Media’s Canadian SVOD service Crave, is a 10 x three-minute 2D-animated series. Targeting six to 11-year-olds, the series was created by and stars YouTuber Denis Kopotun. The comedy is inspired by Kopotun’s life and YouTube channel, which features videos of the 23-year-old Canadian influencer playing popular kids video games like Roblox and Minecraft, while creating funny stories with his plush cat sidekick Sir Meows A Lot and other recurring characters. Since launching in 2016, it has generated more than 8.5 million subscribers and has topped three billion views. Although it’s not a designated kids channel, the majority of its viewers are kids, says Melanson.

The channel’s online store, run by influencer merchandise company Juniper, has also sold US$5 million in products, to date. (Headspinner, meanwhile owns the consumer products rights to Denis and Me.)

Denis and Me, has been in the works since September 2018, with Melanson (The Next