The Move is Part of its Larger Strategic Expansion as a Well-diversified IP Creator
Taking the success of its multiple animation TV series further, Singapore and Mumbai-based Cosmos-Maya, Asia’s leading animation studio and the largest producer of original Indian animation content, today announced its business diversification initiatives for future growth. Having carved its niche as a successful creator of IPs in the kids’ content space, the company is on a massive growth path and this is the first among many of its strategic growth initiatives. Beginning 2016, the company had started its digital video outfit, WowKidz, as a YouTube exclusive channel , where the content from their successful shows is being played. With almost 160,000 active subscribers and around 200 million cumulative views within a few quarters since launch, WowKidz is one of the fastest growing video platform for kids’ content; driven purely through organic growth.
The company has a two-pronged approach to successfully tackle the digital revolution; first is to strengthen its presence on YouTube, the world’s largest video platform, through its constantly growing existing content bank and produce high-quality original Indian animation for the recently-launched and upcoming kids’ VOD platforms. “Content consumption is changing dramatically in the digital era and the barriers of geographies are breaking. We at Cosmos-Maya are keen to produce good original content for the global VOD platforms that will bring in the best of Indian animation content for kids of Indian origin all over the world,” said Anish Mehta, CEO, Cosmos-Maya and producer of all their shows.
The content ecosystem is evolving by the day and newer touch points are essential for consumers to engage with brands in order to build brand loyalty. WowKidz, both as the video platform and as a merchandising avenue, are thereby the logical brand initiatives as part of the growth strategy of Cosmos-Maya. Taking a step-by-step growth approach, the company has started off the merchandising division with offline products sales inspired by their IPs and also online sales of their merchandise across all the leading e-commerce portals. The next brand growth for WowKidz is a dedicated e-commerce platform of its own, www.wowkidz.com which will have a mega launch in the third quarter of 2016, coinciding with the biggest Indian festival, Diwali. “The idea behind these initiatives is to make the value proposition for our content more robust, and create more avenues to link the IP creation process with the IP monetization. Kids want to buy the merchandise inspired by the shows that they consume and thus these initiatives have been taken in tandem with each other,” added Mehta.
Apart from the merchandise inspired from the Cosmos-Maya’s own IPs, including the successful shows like Motu Patlu, Shiva, Kisna, Eena Meena Deeka & ViR – The Robot Boy, wowkidz.com will also provide the best of merchandise products from the best animated shows on television, available at the click of a button. The popular third-party merchandise includes products inspired by many successful animation shows, including all time classic animation shows Mickey Mouse, Tom & Jerry, Barbie; other renowned brands like Hello Kitty, Hot Wheels; shows popular with Indian kids like Chhota Bheem, Doraemon, Ben10 and global superheroes like Batman, Superman, Spiderman, Avengers, to name a few.
World over, it is the IP monetization that drives the animation production and India as a market too is evolving now. With the advent of e-commerce, the availability of high-quality original products is easier for the average consumer and thus it is the right time for a focused venture like this. There is a good demand for animation content of Indian origin all over the world, thanks to the widely spread Indian diaspora, especially in highly developed markets like United States of America, Canada, Europe, Australia, among others.
As platforms evolve, the IP creation process also evolves. Cosmos-Maya leads the market in terms of creation of animated content with over 25 and a half hours of broadcast content created per month, which equals to almost one season a month between different shows. This is substantially higher than most of their competitors. Cosmos-Maya is more focused on generating brand value through IP creation and since content is now more platform agnostic, it is important to create more consumer touch points.
With a slew of television successes, 5 shows on air, 3 under production getting ready for a launch, rapidly growing global viewers on their YouTube platform and a newly-launched dedicated e-commerce merchandising platform, Cosmos-Maya is all set to consolidate its leadership position in the kids’ content space.
WowKidz is a digital VOD platform, available on YouTube and delivers millions of smiles to its happy consumers worldwide, on a daily basis.
WowKidz is also poised to be the ultimate destination for the best-in-class products inspired by the most popular animated properties; TV series, features etc. within the Indian kids’ entertainment business. A strategic business initiative of Cosmos-Maya, Asia’s leading animation production studio and creator of highly successful Indian kids’ shows, including Motu Patlu, Shiva, Eena Meena Deeka among others; WowKidz strives to deliver the best-in-class products crafted and created with the highest quality standards at the most affordable prices.
In addition to an exclusive range of products from the properties owned by Cosmos-Maya, which includes shows like Motu Patlu, Shiva, Kisna, ViR – The Robot Boy and Eena Meena Deeka; WowKidz also features an exclusive collection of the best-in-class products inspired by other successful shows on leading television networks Disney and Nickelodeon India.
Founded by internationally acclaimed Indian filmmakers Ketan Mehta and Deepa Sahi, Cosmos-Maya is an artist driven creative studio that produces high-quality 3D as well as 2D animation content. The company primarily focuses on creating successful IPs and is presently working on multiple Indian animation TV series; 5 shows currently on air and 3 under production.
Driven with the passion to create path-breaking content while adhering to timely deliveries; Cosmos-Maya produces around 550 minutes (25 half hours) of approved animation on a monthly basis. The company has produced over 10,000 minutes of original animated content created in the last 4 years, (comprising of over 400 half hour episodes) ready/currently on air.
With its launch, Cosmos-Maya pioneered the art and technology of Animation & Visual Effects in India since 1996. Over the last 20 years, Cosmos-Maya has delivered high-quality award-winning animated content, VFX work and game cinematics for global leaders like BBC, Disney, Google, Electronic Arts among others and our work has fetched several awards including BAFTA, IFTA & Pulcinella Awards to name a few.