India-headquartered global animation outfit Toonz Media Group is betting big on character-building entertainment, partnering with BLKBX Originals and MVP Kids to develop a new 3D animated series and Roblox game based on the popular children’s brand.
The deal will see the production of 52 seven-minute episodes aimed at expanding the reach of MVP Kids’ diverse cast of characters beyond their established book and curriculum empire.
For Toonz, which produces over 10,000 minutes of kids and family content annually, the move represents a strategic push into multi-platform storytelling. The studio, known for collaborations with heavy hitters like Marvel (“Wolverine and the X-Men”) and Universal (“Mostly Ghostly”), will leverage its animation chops to bring MVP Kids’ message of individuality to the small screen.
“Diversity and individuality have always been key themes in our productions, and this project perfectly aligns with our values,” says P. Jayakumar, Toonz Media Group CEO. “Collaborating with like-minded partners such as MVP Kids and BLKBX Originals has been an extraordinary experience.”
The project marks a significant expansion for MVP Kids, which has spent nearly a decade building its brand through books, puppets, school curricula, and even Chick-fil-A kids’ meal promotions. MVP Kids founder and president Mel Sauder sees the animated series as a natural evolution of the brand’s mission.
“At its core, MVP Kids is about inspiring children to enjoy their journey to character and celebrate differences without the fear of conforming to societal norms,” Sauder notes.
The partnership also brings BLKBX Originals back into the Toonz fold for their second collaboration. The production company, an offshoot of marketing agency BLKBX Creative Group, brings its entertainment marketing expertise to the table, having worked on campaigns for “Sonic the Hedgehog” and Netflix’s “Hubie Halloween.”
“Our mission is to craft experiences that empower and uplift,” says Frank Donner, BLKBX Originals’ president and co-head of content.
The deal’s Roblox game component puts MVP Kids squarely in the digital playground where today’s young audiences spend their screen time. The immersive gaming experience aims to transplant the show’s diverse cast into an interactive world where players can explore the MVP Kids universe firsthand. It’s a strategic play that taps into Roblox’s massive youth audience – a platform that’s become increasingly attractive to entertainment brands looking to extend their IP beyond traditional media. The game promises to blend the educational DNA of MVP Kids with the engaging mechanics that have made Roblox a go-to destination for young gamers.
The deal, brokered by BLKBX Originals’ VP Emerson Machtus with Jayakumar and Sauder, will make its industry debut at Mipcom this October. Machtus will serve as producer for BLKBX Originals on the project.
