MipJunior Preview: Producers Take Aim at Preschool Playground
Emily Longeretta Programs targeting preschool viewers will take pride of place at this year’s MipJunior, as broadcasters, distributors and production outfits respond to the raft of market forces that have made kids 3-7 a key demographic. Judging by the jackpot distribution and licensing deals scored by brands including “Paw Patrol” and “Peppa Pig,” that young crowd is also a particularly lucrative subset — though broadcasters have often pitched toward that demo for more elemental reasons. “Preschool is where you create kids’ media habits,” says industry analyst Avril Blondelot. “If you don’t invest in preschoolers, you might lose them forever.”