What Are the Best Strategies for UK Children’s Entertainment Brands to Expand Globally?

April 16, 2024

The media industry is an evolving landscape, with new technologies and platforms constantly emerging and altering the way we consume content. Relevantly, the children’s entertainment sector must adapt accordingly. This is particularly crucial for UK brands looking to establish a global presence and reach a broader audience. This article will provide an in-depth analysis of the most effective strategies for UK children’s entertainment brands planning to expand globally. We’ll explore how marketing, branding, and leveraging social media can contribute to a global expansion strategy.

Understanding the Global Market

Before launching any international expansion, it is crucial to gain a comprehensive understanding of the global market. The international media industry is diverse, with cultural, linguistic, and regulatory differences that can significantly impact your product’s success. To appeal to a global audience, your content must be adaptable and universally appealing.

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Research done by PwC indicated that the global entertainment and media industry will reach a staggering $2.2 trillion by 2021. This statistic underscores the immense potential and opportunities for children’s entertainment brands aspiring for global recognition. The key is to understand the nuances of each market and adapt your product or content accordingly.

Companies like Orchard, known for its expansive global network, have mastered international expansion by understanding the needs and preferences of different markets. They have successfully introduced children’s entertainment products that resonate with a worldwide audience.

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Creating Compelling Content

Content is king in the entertainment industry. Creating compelling, high-quality content is vital for any brand looking to expand globally. The content that appeals to children in the UK may not necessarily resonate with children in other parts of the world. Cultural sensitivity is crucial.

For instance, Peppa Pig, a popular UK children’s brand, faced backlash in China due to cultural differences. To avoid such pitfalls, brands must invest time and resources to ensure their content is culturally appropriate and relatable across different geographies.

In addition to cultural sensitivity, it is also important to make your content easily accessible on various platforms. Children today are consuming content on multiple devices, from TV to tablets to smartphones. By making your content available on different platforms, you increase its visibility and reach.

Branding and Marketing

Branding is another essential factor for a successful global expansion. Your brand is your company’s identity—it’s what makes you unique and distinguishes you from your competitors. As you expand globally, your brand needs to remain consistent but adaptable to different markets.

Marketing plays a significant role in branding. Effective marketing campaigns make your brand and products more visible and familiar. They create a connection between your brand and your target audience.

Social media platforms are key marketing tools that can have a massive impact on your global expansion strategy. Brands can use social media to engage with their audience, promote their content, and create a community. Engaging with your audience on social media can provide valuable insights into what they like and don’t like, which can inform your future content and marketing strategies.

Collaborations and Partnerships

One of the best ways to penetrate a new market is through collaborations and partnerships with local companies. By partnering with local businesses, you can leverage their local market knowledge and existing customer base.

Companies like Nickelodeon have successfully entered new markets through strategic partnerships. In 2018, Nickelodeon partnered with Imagine Kids & Family to co-produce original content for Nickelodeon’s channels and platforms worldwide.

Regulatory Compliance

Lastly, but certainly not least, maintaining regulatory compliance is vital when expanding globally. Different countries have different regulations concerning children’s content. These regulations can affect how your product is marketed and even the type of content you can produce.

Breaking these regulations can result in hefty fines and damage your brand’s reputation. Therefore, it’s crucial to understand and abide by the regulations in each country where you intend to expand.

In sum, expanding a UK children’s entertainment brand globally involves understanding the global market, creating culturally sensitive and compelling content, effective branding and marketing, establishing strategic partnerships, and maintaining regulatory compliance. There are great rewards to be reaped from global expansion, but it requires careful planning and execution.

Utilising Social Media and Influencer Marketing

As the digital age continues to flourish, social media has become a powerful tool for reaching a broader audience. According to a study published on PubMed Google, children nowadays are spending more time on social media platforms, thus giving brands the opportunity to connect directly with their target demographic. Besides promoting content, social media allows brands to engage in two-way conversations with their audiences, gaining valuable insights into their preferences and needs.

UK children’s entertainment brands can employ a variety of social media strategies to boost their global presence. These include running contests or giveaways, sharing behind-the-scenes content, and engaging with followers through comments and messages.

Another effective social media strategy is influencer marketing. Partnering with influencers who have a significant following of your target demographic can increase brand awareness and authenticity. Magic Star, Sony Music’s children’s entertainment label, has effectively used influencer marketing to promote its artists and content globally.

However, with the advantages of social media also come challenges. Brands must manage their online reputation meticulously and respond to any negative feedback promptly and professionally. Moreover, it’s essential to adhere to the advertising and marketing regulations set by social media platforms.

Leveraging Partnerships and Collaborations

Forging partnerships and collaborations with local companies can significantly aid a UK children’s entertainment brand’s global expansion. Local partners understand their market intimately, they know the cultural nuances, consumer behaviour, and legal regulations. By collaborating with these companies, brands can navigate new markets more efficiently and foster a sense of trust and familiarity with local consumers.

The music publishing giant, Sony Music, used this strategy effectively when they partnered with PwC, a global leader in consulting services. This partnership enabled Sony Music to tap into PwC’s extensive network and global market knowledge, thus facilitating their global expansion.

When considering a partnership, brands should ensure alignment between their values and goals, and those of their potential partner. A mismatched partnership can do more harm than good, damaging a brand’s reputation and customer relations.


In conclusion, a strategic and well-executed plan is critical for UK children’s entertainment brands seeking to expand globally. Understanding the global market and creating adaptable, universally appealing content is just the beginning. Brands must also harness the power of social media and influencer marketing, creating a strong online presence and engaging with their audience on these platforms. Moreover, forming partnerships with local entities can provide invaluable support and insights, easing a brand’s entry into new markets.

However, throughout these processes, it’s crucial for brands to maintain their unique identity and ensure their actions align with their mission and values. Additionally, brands must remain compliant with the legal regulations of each market they enter to avoid damaging their reputation.

The road to global expansion may be challenging, but with the right strategies, UK children’s entertainment brands can successfully reach a wider audience, growing their influence and ultimately, their success, on the global stage.