Viaplay buys Moonbug’s ‘Mia’s Magic Playground’

Nordic streamer Viaplay has bought producer-distributor Moonbug’s Mia’s Magic Playground

Moonbug struck the deal with Viaplay operator Nordic Entertainment Group (NENT Group), which will debut the show across the Nordic region in early 2020.

The animated narrative adventure series will follow the popular Little Baby Bum character Mia and her two best friends, Oskar and Tilde, as they go into their imaginary land to find creative solutions and learn life lessons that can be applied in the real world.

The series is created for young audiences aged four to six years old, and will debut season one with 24 x 7-minute episodes in Denmark, Norway, Sweden and Finland.

Mia’s Magic Playground is a spinoff of digital property Little Baby Bum, which has an existing global fan-base of over 47m subscribers and has received over 30bn views on YouTube. The show will be developed by the creative content team behind Little Baby Bum with support from an award-winning Nordic animation studio.

Nicola Eglau, head of EMEA for Moonbug, said: “Little Baby Bum and Mia are extremely popular with kids and families in the Nordics, as well as all over the world. Viaplay has an established library of popular children’s programs and is the ideal partner to bring Mia’s next chapter to life so fans can continue to follow Mia and her friends on their adventures.”

Fredrik Ljungberg, VP of international scripted content for NENT Group, said: “We are very excited at NENT Group to be working on this brilliant kids’ show with Moonbug, who time after time have shown brilliance in capturing the right feeling in kids’ content with their fantastic brand Little Baby Bum. We can’t wait to bring Mia’s Magic Playground to our younger viewers at Viaplay.”

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