Having successfully premiered on Warner Media’s Boomerang channel across more than 100 territories last month, the new children’s property Master Moley has set its sights high with an innovative new Roblox marketing strategy, as well as a 52 part series to follow in 2021.

Created by the British entrepreneur, James Reatchlous, Master Moley is based on an original idea he conceived as a bedtime story for his daughters Hettie and Tattie some 20 years ago. Following a battle with cancer three years ago, Reatchlous made it his mission to bring Master Moley to a global audience.

It was mission accomplished by summer this year as the IP creator signed an international deal with Warner Media that saw Master Moley make his television debut on November 28th in over 100 countries.

With a voice cast including Warwick Davis, Julie Walters, Charles Dance, Gemma Arterton, and Richard E Grant, Master Moley is due to close the next round of funding of £3 million this month. The IP was recently valued at over £40 million by The Sunday Times.

Now, in addition to setting out an extensive licencing plan for the coming years, the property has launched its own Roblox game, which has received over 60,000 plays in the first week of release.

By tapping into a space in which children are active appears to be paying dividends for the brand in terms of recognition and awareness. The team believes the move is now set to boost future plans for further spin-off properties, including movies, products, and more.

“The journey of Master Moley has been incredible,” commented Reatchlous. “It has been a thrill to see the little mole brought to life and watch him entertain a new generation of children in a new way.

“I’m incredibly grateful that I’ve been given the gift of bringing all these stories to life, so hopefully millions of children around the world can also be taken on adventures with this charming little mole. That is very special.”