Kuala Lumpur, Malaysia – AirAsia brand co. (Abc.), which manages Capital A’s intellectual property (IP), has teamed up with Moonbug Entertainment and MiraiLab to expand its character and entertainment IP. The partnership aims to promote AirAsia Buds, AirAsia’s IP of animal characters.
Through the collaboration, Abc. aspires to build lifestyle and entertainment content to extend AirAsia Buds’ recognition globally. It is part of Abc.’s goal to extend its influence in various industries.
Moonbug Entertainment, the company behind shows like Cocomelon and Blippi, will work with Abc. to create a 12-episode animated series. The series will tell the adventures of AirAsia Buds, catering to young audiences. It will be released by 2025 via YouTube.
Meanwhile, MiraiLab will represent AirAsia Buds’ IP for licensing, events and merchandising.
AirAsia Buds consists of animal characters named Tappy, the thrill-seeking tapir, Bam the foodie pygmy elephant, Ogu the trendy orangutan, and Biggie the mischief-making deal hunter from another planet.
“We are thrilled to bring AirAsia Buds to life with our creative expertise and talent. Families are co-viewing in new ways globally on YouTube, and this new project allows us to combine our passion for producing great family content with AirAsia’s brand as an essential travel companion,” Simon Barnett, director of advertising sales and brand partnerships of APAC at Moonbug Entertainment, shared.
Izal Azlee, head of IP development at Abc., said, “The more conversations we had with Moonbug, the clearer it was that they understood our vision for AirAsia Buds. Moonbug is not just one of the best in kid-friendly entertainment—their team is also passionate about characters and stories, and we are excited to partner with them to bring AirAsia Buds to a new and wider audience.”
“For 23 years, the AirAsia brand has proudly championed Asean and embodied the spirit of ‘Dare to Dream’. Partnering with MiraiLab, we will continue this narrative by bringing to life the stories of AirAsia Buds through real-life experiences and exciting merchandise that you can own and love, embodying the values that AirAsia believes in. Through innovative merchandising and marketing, we’re able to create deeper, more meaningful connections with audiences, allowing AirAsia Buds to inspire and engage in a way that reflects the heart of the AirAsia brand across diverse markets and experiences,” Remi Helmay, head of licensing and merchandising of Abc. said.
Ben Lee, managing director of MiraiLab, said, “We are deeply honoured to collaborate with AirAsia brand co. (Abc.) in creating the new and proudly Malaysian intellectual property, AirAsia Buds. This exciting venture marks a significant milestone for our brand and Asean, as we aim to showcase the region’s rich cultural diversity and creativity through the AirAsia Buds IP. By leveraging our market acumen and decades of operational expertise, we are committed to bringing these delightful characters to life.”
“Through a holistic and innovative strategy, we aspire to make AirAsia Buds a unique and memorable intellectual property that captivates audiences worldwide. Together, we look forward to imbuing these charming characters with dynamic energy and irresistible appeal, ensuring they resonate with fans across all age groups. As partners, we set out to create a legacy with the AirAsia Buds IP that highlights the vibrant creativity of Malaysian and Asean intellectual property on a global platform,” Lee concluded.
