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Baby Alive Digital Content
Project Type
Content Strategy | Brand Strategy
Led and secured approval for a YouTube-first digital content strategy to reposition Baby Alive from a seasonal toy brand into a multi-platform entertainment IP. In partnership with Entertainment One and Pixel Zoo, I executive produced an animated series designed to build always-on engagement, establish a core cast of characters, and reduce reliance on annual holiday product cycles.
The series launched with 20 episodes alongside physical product, integrating digital storytelling into the wider marketing plan. By Season 2, the channel surpassed 1 Billion views and 2.5 Million subscribers globally, laying the foundation for a broader brand refresh. The franchise continues to scale, now in its fourth season, with sustained global audience growth.
