Movies

How ‘CoComelon’ became a mass media juggernaut for preschoolers

BBG News

How 'CoComelon' became a mass media juggernaut for preschoolers

As a mother of two young children, I have to say that the rise of “CoComelon” has been both a blessing and a challenge for my family. On one hand, my kids absolutely love it, and it provides a source of entertainment and comfort during difficult or stressful times. It’s heartwarming to see them singing along to the catchy songs and learning about life skills in a way that feels relatable and age-appropriate.

Fifty-five years back, young children found themselves enchanted by a fuzzy blue creature, a pair of friends wearing horizontal stripes on their shirts, and a large, sunny-hued bird, all playing out on television.

Currently, among the bustling landscape of children’s entertainment, a prominent figure by the name of JJ, an animated character with an oversized head, is making a swift ascent to the summit.

Hailing from YouTube, JJ and his peers in the animated children’s series “CoComelon” are part of a fresh trend in kids’ television. With an emphasis on catchy tunes, vibrant colors, and soft-edged environments, “CoComelon” has transformed into a powerful force within children’s media, leading to spin-offs, video games, toys, live performances, and even a storytime podcast. Despite the broadened reach due to its multi-faceted content strategy, it has sparked debates about screen time and whether such content, if any, is suitable for very young viewers.

Speaking about the brand’s expansion, CoComelon’s General Manager Patrick Reese noted that they are mindful of their young viewers’ requirements as well as preserving their own historical significance within children’s entertainment.

He emphasized that we build upon the foundational work of pioneers in this field, similar to ‘Mr. Rogers’ and ‘Sesame Street.’ He explained that if we learn compassion and openness during our formative years, these traits will shape our behavior throughout life. If we can establish a nurturing environment, produce diverse content, and ultimately make the world even slightly kinder, that’s an opportunity we must embrace.

“CoComelon” has indeed taken the lucrative kids media market by storm.

In 2023, “CoComelon” came in fifth place on Nielsen’s list of the top 10 streaming programs overall. The legal drama “Suits,” the Australian animated series “Bluey,” the long-running TV show “NCIS,” and the medical drama “Grey’s Anatomy” all ranked higher than it. Apart from being available on Netflix, the brand also enjoys significant popularity on its own YouTube channel.

The creators behind “CoComelon”, Moonbug Entertainment, have chosen not to disclose the financial figures for their franchise. However, the umbrella company, Candle Media, has revealed that Moonbug is the largest and most profitable segment within its business portfolio, which additionally encompasses the production company of actress Reese Witherspoon, known as Hello Sunshine.

According to Brandon Katz, a senior strategist in the entertainment industry at Parrot Analytics, the market for children’s entertainment is “extremely large.” He added that it has some of the highest re-watchability rates among all market sectors. This means that there’s an exceptionally long period during which viewers continue to engage with a particular project, reflecting the initial investment made in that project.

CoComelon” originated in 2006 when commercial director Jay Jeon and his children’s book author wife shared their first YouTube video, featuring a brief cartoon set to music. This charming animation was an extension of home-made alphabet videos they created to amuse their own sons.

As early as 2017, my focus as a critic shifted to a captivating toddler named JJ, sporting a lone golden curl. Fast forward to 2020, and “CoComelon” became the globally adored YouTube sensation, boasting an astounding average of 3.5 billion monthly views, making it the most-watched channel worldwide. Needless to say, this enchanting series began attracting numerous interested parties.

That year, Moonbug Entertainment, a company based in London, purchased it along with the children’s program “Blippi” on YouTube. The following year, Moonbug was itself bought by Candle Media, an organization headed by former Disney executives Kevin Mayer and Tom Staggs, for a reported $3 billion.

For “CoComelon’s” character Reese, who joined the franchise in 2018 and witnessed the intense wave of deals, the impact of the acquisitions has been quite apparent.

Currently on Netflix, you can find “CoComelon Lane,” a streaming series that chronicles the escapades of JJ and his pals. In September, Moonbug launched a live-action YouTube spinoff titled “CoComelon Classroom.” This spinoff features Juliana Urtubey, a National Teacher of the Year honoree, who portrays Ms. Appleberry. In this video series, Urtubey instructs lessons on letters, sings songs, and engages with an animated JJ.

A significant portion of our creative team is based out of Moonbug’s office, located in LA’s Fairfax district near The Grove. Upon entering, you’re welcomed by a wall adorned with three shelves filled with toys from “Blippi” and “CoComelon”.

Reese mentioned, ‘Our growth has been exceptionally rapid.’ He added, ‘Without this pace, it’s doubtful we could’ve produced as many diverse shows, crafted so many memorable franchise moments, or extended our product line as extensively as we have.’

However, the franchise encounters significant competition in the realm of preschool entertainment, primarily from “Bluey,” which has amassed a staggering 587 million viewing hours up until July, as opposed to “CoComelon” with 218 million and “CoComelon Lane” with 45 million hours watched, based on Nielsen’s statistics.

The possible reason for that gap might stem from varying perceptions of “CoComelon” versus “Bluey”, especially among parents. Parents often acknowledge enjoying “Bluey” alongside their children, praising its portrayal of family dynamics as authentic and relatable.

According to Staggs from Candle Media, approximately half of “CoComelon” viewings are shared by adults. Mayer mentioned that he and Staggs have often been praised by parents for their work on “CoComelon”. It helps provide comfort and emotional balance for children during stressful periods.

Nancy Jennings, a professor at the University of Cincinnati and head of its Children’s Entertainment and Education Research Lab, remarked that it was both comforting and straightforward. She added that there isn’t much dialogue to keep track of, and the songs also contain features that generally appeal to children.

However, not even children’s entertainment has been shielded from Hollywood’s current challenges. The double labor strikes and turmoil within the industry last year have affected virtually every company in it, extending to firms like Candle Media, a company supported by Blackstone.

Mayer stated that Candle Media has navigated through tough times, much like the rest of our industry, yet overall, we’ve managed to turn a profit. Notably, it’s Moonbug that primarily contributes to this success, and it stands independently as a highly profitable entity as well.

The company must also grapple with concerns about children’s screen time.

As a advocate, I’d encourage families to limit their young ones’ exposure to screen media, particularly for those under 18 months, and strive for no more than an hour daily for children between the ages of 2 and 5. It’s important to note that shows like “CoComelon” are primarily designed for kids aged 0 to 4.

Research, though largely correlational, has shown that heavy exposure to screens at early ages is associated with inattention and impulsive behaviors, said Drew Cingel, an associate professor in UC Davis’ communication department who directs the university’s human development and media lab. Programs with bright colors, repetition and songs grab hold of children’s attention, he said.

As a film enthusiast, I understand the value of each moment in a day – we have 24 precious hours to fill. During our formative years, it’s crucial to make the most of those hours by engaging in activities essential for normal and healthy growth. Any activity that consumes a significant chunk of these hours might encroach upon the time dedicated to honing our developing abilities.

Reese mentioned that the company collaborates with educational consultants, providing opportunities for families and kids to engage with “CoComelon” in various ways beyond just screen time. This includes reading books about it and participating in live tours. The company emphasizes its commitment to both educating and entertaining children effectively during their interaction with “CoComelon” content.

Reese stated, ‘It’s up to each family to determine their own comfort level regarding any activity.’ Our goal is to provide an ideal setting, top-notch resources, engaging entertainment, and educational content that is second to none. Use our offerings in a way that brings you joy.

According to Rich Hickey, the head creative officer, every episode should feature both music and opportunities for learning life skills. Regular meetings are held among what we might call the ‘story team’ to brainstorm concepts, and these discussions often revolve around significant moments and lessons that families typically encounter in their daily lives.

Hannah Kole, the senior development executive, emphasized that they aim to connect with children and their families in a way that feels authentic to their situations,” or more informally, “Hannah Kole, our senior exec, said they want to reach out to kids and families in a way that feels real because they understand the experiences kids are going through.

That can include bath time, eating vegetables or experiencing something new for the first time.

Each day, we’re conscious of the significant role we play before a vast international audience, Hickey explained. Our aim is to establish a genuine bond with parents and caregivers, assuring them that our content will be educational, heartwarming, and secure for their children.

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2024-11-13 14:33

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