Kuala Lumpur, Malaysia – Resorts World Genting has unveiled its latest roster ‘chief experience officers’ (CEO) but with a twist–all of them are an all-star ensemble of kid content creators, whose job is to promote and highlight Resorts World Genting as a premier integrated resort in Malaysia as well as a kid-friendly destination, verified by kids, for kids.

From touring the many rides and thrills at Genting SkyWorlds and exploring the nature treks of Resorts World Awana to rubbing shoulders with the Genting’s Highland Heroes, the new CEOs bring a refreshing approach to showcasing the many attractions within Resorts World Genting through the lens of a child.

As part of the launch, one of the CEOs, Eva, has launched her own LinkedIn profile to give an insight into her role as a chief experience officer in a cheeky bid to convince more parents to eat, play, shop and dine at Resorts World Genting.

Spencer Lee, senior vice president of sales and marketing at Genting Malaysia Berhad, said, “We’re very excited to introduce our stellar line-up of new Chief Experience Officers, where each of them will verify and approve our incredible range of kid-friendly attractions spanning across our Stay, Play, Shop, and Eat pillars from our various world class hotels, to the award-winning Genting SkyWorlds Theme Park, retail and dining outlets.”

He added, “They will experience and rate some of our attractions to ensure they’re suitable for kids of all ages and sizes such as our latest kid-friendly activities in Resorts World Awana, where they will embark on family fun activities such as Stingless Bee Honey Harvesting, Safe Archery, Arts & Craft Workshop, Baking and Nature Trails.”

Additionally, a series of activities are lined up – including a social photo contest to enlist more budding CEOs to join the current C-suites. Moreover, as for the kids visiting Resorts World Genting, they are encouraged to collect and participate in the CEO passport challenge, where they can collect as many stamps at different locations with instant gifts redemption.

Singapore – Global food company Yummy United has officially unveiled its kid board of directors following its recruitment campaign launched in July. The new kid board of directors will be responsible for the food company’s rebrand effort of its cheese curd bar product Lakto in Singapore.

The new kid board of directors are composed of four selected kids who will take the roles in creative, finance, public relations and marketing for the campaign. 

Leading the creative role is 9-year old Lucas Lim, who will be leading the team in designing strategies to advertise and market the products. Meanwhile, 11-year old Chloe Oh is appointed to handle finance, where she will be overseeing all financial activities including revenue, cost calculation, forecasting, and budgeting.

Furthermore, 8-year old Shannon McGovern is appointed as the campaign’s public relations director, and will be the brand’s spokesperson, liaising with the media, and building a positive brand image. Lastly, 10-year old Eliana Yazdi will lead the campaign’s marketing effort, and will be providing clear leadership in marketing channels such as social media, campaigns, and branding materials.

The four directors were chosen from a pool of 50 candidates, each having had to go through a strict interview process. Those shortlisted attended workshops designed by Hustle, a marketplace that engages freelancers, and the curious with hands-on workshops for learning and upskilling.

The programme will eventually culminate in an official launch of the new Lakto range with Yummy United in March 2023. 

Singapore – Cartoonito, the preschool brand of Cartoon Network, has been launched across Southeast Asia, as well as in Japan and Korea. The Japan launch of the brand was made on 1 March, while the Korean and SEA launch was made on 28 March. ‘Cartoonito’ offers a modern approach to preschool programming, built to support each child’s unique potential with its educational framework called ‘Humancentric Learning’.

Tentpole shows in Southeast Asia and Korea include Lucas the Spider, Dino Ranch, Monchhichi and Esme & Roy. These sit alongside a growing slate of new and library series in a line-up that celebrates individuality and originality, while championing creativity, compassion and inclusion. These shows will also sit in a dedicated Cartoonito programming rail on the regional streaming service HBO GO in Southeast Asia, Hong Kong and Taiwan. A launch event is scheduled in Singapore in April.

Meanwhile in Japan, the line-up includes Thomas and Friends, Pingu, and Dorothy and the Wizard of Oz. Celebrity singer Kaela Kimura sings the theme song during the daily block. Cartoonito will launch in Australia and New Zealand in early July, and in South Asia later in the year.

All ‘Cartoonito’ shows follow a curriculum designed by early childhood education expert Dr. Laura Brown to support the four pillars of ‘Humancentric Learning’: creativity, caring, curiosity and courage. The brand aims to inspire kids to use their imagination, to learn from their mistakes and to treat others with empathy and respect.

Leslie Lee, head of kids for WarnerMedia in Asia Pacific, said, “When we introduced Cartoon Network’s new brand promise ‘Redraw Your World’ earlier this year, the channel shifted to become more inclusive to boys and girls. Now with Cartoonito, our demos are even wider – creating a safe environment for even younger children to enjoy every morning with their parents and caregivers. While the content and on-air packaging are extremely appealing to youngsters, it is how the block is carefully curated and programmed which makes it stand out.”

Sydney, Australia – Australia-based independent media agency, Nunn Media, has been appointed by global children’s entertainment company Spin Master for its portfolio of brands in Australia, including Bakugan, PAW Patrol, Hatchimals, Kinetic Sand, and Air Hogs.

The remit will be a multi-year engagement, and Nunn Media will be managing the integrated strategy, planning, and buying across all media channels for Spin Master Australia’s more than 25 brands. 

Spin Master is headquartered in Canada and has 28 offices around the world. Its entertainment properties are viewed in more than 190 countries and it distributes toys in more than 100 markets.

Geoff Oliver, marketing director of Spin Master ANZ, shared that they have ambitious plans to continue growing its business in Australia and creating exceptional play experiences for children. 

Oliver said, “The team from Nunn Media showed a strong understanding of the market and how to best engage with our target audience to help realize our plans. We look forward to partnering with them as we continue to delight Aussie kids.”

Meanwhile, Chris Walton, the agency’s managing director, jovially commented, “Spin Master creates and manages some of the world’s most popular children’s entertainment properties, I mean who doesn’t love Ryder, Chase, Everest, and Rocky from PAW Patrol??! Starting in November, we’ll work closely with the team to amplify all of the Spin Master portfolio in Australia.”

The appointment by Spin Master follows Nunn Media’s recent acquisition of Australia-based performance agency, Alley Group. The two will be forming an integrated business proposition leveraging Alley’s capabilities in search, social, programmatic, e-commerce, and digital creative. 

Australia – TotallyAwesome, the largest kids-safe digital advertising, and content platform in the Asia Pacific (APAC) region, has appointed James Sawyer, former managing partner of media agency Ikon Communications, as its new managing director for the platform’s Australia and New Zealand (ANZ) operations.

The digital platform is an advanced forum for kids, teens, co-viewing families, and brands to safely interact across thousands of apps, games, and websites, enabling a youth-safe ecosystem across APAC.

The appointment will see Sawyer leading TotallyAwesome ANZ’s media and content team, helping clients and media agencies connect with kids, teens, and their families through the platform. He brings with him 20 years of experience in Australian media.

Commenting on his appointment, Sawyer said that leading TotallyAwesome ANZ to its next phase is a career changer for him and that he’s looking forward to joining the business. 

He added, “As the industry moves away from cookie-based targeting TotallyAwesome is poised for growth through its visionary kid-safe technology and privacy-compliant digital ecosystem. This ensures a safe environment for young audiences to engage with branded content.”

Meanwhile, Will Anstee, the CEO of TotallyAwesome APAC, commented, “James is the ideal executive for this key role. He is a highly respected media leader with finely tuned analytical, performance leadership, and partnership skills. The business in ANZ and across APAC has enormous growth potential and James will play a vital role in helping us realize this potential.”

The platform has also announced other new hires, namely Amanda Abel, the new pediatric psychologist, and Alice Almeida, the new regional head of data, as well as Jo-Ann Yeoh, the new head of account and project management.