Banijay Kids & Family and WildBrain Expand Partnership to Distribute Content on YouTube

Why It Matters

The partnership amplifies audience size and brand‑safe ad inventory for children’s entertainment, a fast‑growing segment of digital advertising.

Key Takeaways

• Banijay adds *Totally Spies!* to WildBrain’s YouTube network
• WildBrain’s ZeeKay will host *In the Night Garden* series
• Direct ad sales enabled via WildBrain’s Media Solutions team
• Partnership expands brand‑safe ad inventory for kids content
• Cross‑pollination targets audience growth across both networks

Pulse Analysis

YouTube has become the primary destination for children’s video consumption, with families favoring on‑demand, ad‑supported content that meets strict safety standards. Industry players are therefore investing heavily in curated channel networks that can guarantee brand‑safe environments while delivering measurable reach. Banijay Kids & Family and WildBrain, each operating extensive libraries of premium IP, are leveraging this trend by consolidating their digital assets, allowing them to compete with platform‑native creators and larger media conglomerates that dominate the space.

The expanded agreement details a reciprocal content swap: WildBrain will feature Banijay’s *Totally Spies!* (seasons 1‑6) and *LoliRock* across multiple language tracks, while Banijay’s ZeeKay network will incorporate WildBrain’s *Boy & Dragon*, *In the Night Garden*, and *Slugterra* series. Crucially, WildBrain’s in‑house Media Solutions team will manage direct advertising sales, providing advertisers with premium, brand‑safe placements and detailed performance metrics. This structure not only diversifies revenue streams for both firms but also enhances the discoverability of each brand’s catalog through algorithmic promotion on YouTube’s recommendation engine.

For advertisers, the collaboration signals a more reliable avenue to reach the lucrative children’s market without compromising on safety or audience quality. As brands increasingly allocate budgets to digital video, partnerships that combine extensive content libraries with sophisticated ad‑tech capabilities become valuable differentiators. The move also positions Banijay and WildBrain to scale future expansions, potentially adding new titles or exploring emerging platforms such as Shorts or TikTok, thereby cementing their influence in the evolving landscape of kids‑focused digital entertainment.