The Wombles find new life on YouTube

Classic kids and family brand The Wombles are set for a new lease of life on YouTube following a pact between the brand’s IP owner and AI-infused audience modelling company Chronicle Media, Broadcast International can reveal.

San Francisco-based Chronicle has partnered with The Wombles Operations to take Elizabeth Beresford’s 1960s creation to the Google platform with two channels – Wombles World and Wombles Classics – which went live today (18 September).

The newly crafted ‘Wombles World’ content channel harnesses Beresford’s original eco-conscious intentions for her characters by showcasing creative ways to repurpose everyday objects through arts, crafts, cooking and gardening, as well as outdoor environmental challenges and problem-solving adventures.

It will also feature gentle, slower-paced content designed for younger children and families.

The Wombles Classics will feature remastered episodes of the 1970s and 1990s series, and all-new purpose-driven animated and live-action content reflecting the brand’s core values.

The Wombles debuted on BBC1 in 1973 as a stop-motion animated programme, while a contemporary version of the show launched on ITV in 1997.

The show originated as a series of children’s books featuring the much-loved characters living on Wimbledon Common, collecting and recycling discarded items.

Chronicle, which uses AI to help studios and IP owners discover new audiences, will leverage its audience modelling expertise to oversee the YouTube channels, which it says are dedicated to “supporting the discovery of the series to the largest potential fanbase”.

“The Wombles has inspired generations of devoted fans with its enduring message of environmental responsibility and service,” said Aaron Sisto, co-founder and chief executive of Chronicle Media.

“Its core themes of community, sustainability and reuse continue to hit home, and we’re honoured to partner with this iconic brand to expand its reach and legacy globally through YouTube, connecting with audiences of all ages across multiple touchpoints.”

The partnership follows on from a deal in June between The Wombles Operations and literary and entertainment agency The Blair Partnership for the latter to be the exclusive global representative for the brand. It is also identifying content, licensing, gaming, publishing, music and live experience opportunities.

Under the arrangement The Wombles’ global rights were consolidated into a single ownership structure, protected throughout the world.