BabyFirst’s new EVP Ad Sales, MJ Cavanagh, has a bunch of new shows to tout as she leads the network through its first Upfront. Beginning this summer the network, now in 40 million homes, will roll out four additional original series and one acquisition. Lazoo and KneeBouncers are both based on two of the company’s most popular apps, while Sing Along With Mitten the Kitten is based on the costumed character that stars in BabyFirst’s first line of theatrical releases now playing on 40 screens and expected to expand to 400 screens within the year. ABC Galaxy is an alphabet adventure, and Jay Jay the Jet Plane is an acquisition.
“Because we have 90 percent original programming and our own production studio, we’re opening doors for brands to connect with moms across different touch pointsin market, on-air, online and on apps,” says Cavanagh, who’s met with 300 companies and brands in the two months since she joined the net. Currently, Fuhu is BabyFirst’s biggest advertiser, and is co-producing a show with the net based on its nabi kids tablet. “There’s a lot of interest in that concept. We will definitely do that with other advertisers,” says Cavanagh.
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