Created by our in-house team and produced in collaboration with Digitoonz in India, this original CGI 52 x 4:00 series features Blue and her friends like you’ve never seen them before: as adorable, 3D-animated preschoolers in a nursery school classroom! In addition to Blue and her furry friends, the series features a diverse crop of fun new original characters that reflect and celebrate our audience, including two characters with visible disabilities. This music video series is here to save parents’ sanity: unlike other brands in the space, our music has high-quality hooks, our diverse characters reflect our “Always On” approach to representation, and our language-agnostic stories highlight educational and social-emotional lessons.
The Blue’s Clues & You! Nursery Rhymes strategy is to utilize a popular, top-performing format on the platform and put the Blue-spin on classic nursery rhymes. These nursery rhymes are created with a digital-first, global audience in mind with visual storylines, a diverse cast, and bi-lingual songs that celebrate different languages and cultures as part of our “Always On” commitment to DRI (Diversity, Representation, & Inclusion). Another part of our strategy, which informs the strategy across all our channels, is to lean heavily into preschool best practices with searchable titles, eye-catching thumbnails, and long-form compilations of our best music content. In addition to creating a successful, YouTube-first short-form series with a YouTube creator-based strategy, we’re driving heartshare and awareness of Blue’s Clues, a beloved and celebrated Nickelodeon IP. For our publishing strategy, we post individual nursery rhymes and compilations every week. Additionally, we lean hard into YouTube’s preference for live streams, by live streaming these Nursery Rhymes not just on the Blue’s Clues & You! Channel but across our other channels to build an ecosystem approach of support.
This series has become massively successful on the Blue’s Clues & You! YouTube Channel, with our first batch of 15 episodes earning millions and millions of organic views! Because of this success, we’re packaging and premiering Blue’s Clues & You! Nursery Rhymes this fall on Paramount+ as an original series. The series is also a win for Diversity, Representation, and Inclusion on the channel as a whole, with kids at home not just embracing the fuzzy familiar friends they know and love from the linear show, but also the new original characters who reflect our diverse audience of preschoolers and their families.
