The Emoji Company and WildBrain have forged a new, far-reaching content and licensing partnership to launch Emojitown, a new digital first series and consumer products extension of Emoji.

Under the partnership, WildBrain’s AVOD network and digital studio, WildBrain Spark has teamed up with Emoji to develop and co-produce Emojitown, a new 2D series targeting teens and young adults.

WildBrain Spark holds exclusive global distribution rights to the new series and will premiere Emojitown on YouTube with a dedicated channel launching at the end of May, when viewers will be able to enjoy the first four episodes of the fast-paced, language-agnostic show, followed by additional episodes rolling out weekly.

Tapping into its expertise in brand management on YouTube, WildBrain Spark and the Emoji Company have created the series for AVOD audiences and is supporting the launch with extensive digital-marketing, paid-media campaigns and dedicated social-media strategies.

WildBrain Spark will also exclusively handle branded content opportunities and advertising sales for Emojitown on YouTube.

Meanwhile, WildBrain CPLG will handle the worldwide licensing and merchandising rights for Emojitown, building on the agency’s successful programme for the Emoji brand across the UK, Europe, the Middle East and other territories.

Marco Huesges, founder and CEO of emoji company, said: “This is a significant development for the Emoji brand, bringing our globally recognizable icons into the digital-content space. With their preeminent reputation on digital platforms, including YouTube, and their deep understanding of licensing and brand amplification, WildBrain Spark and WildBrain CPLG are the ideal collaborators for our push into new content creation and consumer products for the teen and young-adult audience. Together we will take this hugely exciting step in the evolution of Emoji.”

Maarten Weck, EVP and MD of WildBrain CPLG, said: “Building on our strong relationship with the emoji company, this expanded partnership combines the strengths of the much-loved emoji brand with our creative and collaborative capabilities across consumer products licensing, digital-content production, and AVOD management.”

Rachel Taylor, commercial director of WildBrain Spark, added: “With its universal appeal, the Emoji brand is ideal for the creation of an animated digital-first content offering, and our creative team has produced a funny, wry and edgy series, underpinned by bespoke data and insights drawn from our premium YouTube network.

“We’re delighted that the emoji company saw us as the right partner to co-develop and launch this extension of its brand for today’s digital-savvy audience of modern teens.”

In Emojitown we see daily struggles and nightmares ranging from the mundane to the absurd. The perils of dating apps, the instant regret of a DIY haircut, the cringe of a poolside bikini fail and more, are all played out in 2D-animated color. The story will focus on Jo, a girl in her late teens who, despite trying to “live her best life” with a cheery, optimistic outlook, simply cannot stop encountering the everyday “horrors” of modern life. Throughout it all, Jo is the relatable underdog, as she, along with her emojitown pals, navigate the pitfalls of life.

Joining Jo in Emojitown are Jaya, Jon, Jess, Jay, Julia and Joanie, plus the bizarre duo of Poophead and Unicorn Man. The cast has been develop to represent not just characters to sympathise with, but for viewers to actively see themselves or someone they know in. They have been developed to represent “real people” – the kind encountered every day, reflecting attitudes, style, ethnicity, gender, ability and sexuality as diverse and representative as real life.