Toymaker Scentco has partnered with Armada Content in Nashville to co-produce an animated series based on its Bedtime Defenderz toy range, which launched online and in US specialty retailers in September 2022.
Targeting kids ages three and up, the same-name show (12 x seven minutes) takes place in the fantasy world of Snoozeland, where five superheroes must fight the Master of Shadows to restore peace and calm to kids’ dreams. It’s set to debut on YouTube in the fall.
Based in Hong Kong and the US, Scentco is exploring international sales for the series, said president Chris Coté. The toyco is also creating a kids book series based on the brand.
The toy range includes five 10-inch plush dolls wearing belts that glow in the dark and bracelets that kids can use to pretend-talk with their toys at bedtime. Each plush also comes with a 20-page comic book that sets up the Bedtime Defenderz storyline. “It was the fastest new product launch we’ve seen in the past 20 years, with a 102% month-over-month average increase in toy sales through the end of the year,” said Coté.
This is not the first time Scentco has partnered with Armada Content—the two companies co-produced a CG-animated YouTube video for the launch of the toy line last year.