AirAsia brand co. (Abc.), the brand management and intellectual property (IP) arm of Capital A, has announced two major partnerships with Moonbug Entertainment and MiraiLab to further expand its presence in the Character and Entertainment intellectual property space.

These collaborations mark a significant milestone in the evolution of AirAsia Buds – Abc.’s IP to build and extend the AirAsia brand’s reach further toward becoming a globally recognized icon that everyone loves through lifestyle and entertainment content and experiences, Capital A said in a statement on last Friday.

AirAsia Buds is the charming IP of AirAsia, featuring a dynamic group of animal characters that includes Tappy the thrill-seeking tapir, Bam the foodie pygmy elephant, Ogu the trendy orangutan, and Biggie the mischief-making deal hunter from another planet.

Together, these Asean inspired characters represent the spirit of curiosity, teamwork, and love, ready to captivate the audience with their adventures around the world.

Through its partnership with Moonbug Entertainment, a global leader in children’s content and the powerhouse behind beloved shows like Cocomelon, Blippi, and Little Baby Bum, AirAsia will introduce AirAsia Buds to the world in a 12-episode animated series set to debut on YouTube in the first half of 2025.

The series will bring the adventures of AirAsia Buds to life, offering entertaining and relatable stories that promote discovery, collaboration, and adventure to young audiences and families alike.

“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,” said Simon Barnett, Director of Advertising Sales & Brand Partnerships, Asia Pacific (APAC) at Moonbug Entertainmen.

Izal Azlee, Head of IP Development of Abc., said the more conversations they had with Moonbug, the clearer it was that they understood their 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,” he added.

In parallel, Abc. has appointed MiraiLab as a representative of AirAsia Buds intellectual property to drive new opportunities across multiple sectors, including branding, entertainment, and merchandising.

MiraiLab aims to bring innovative projects featuring AirAsia Buds to life in licensing, retail, events, and merchandising that create unique, immersive, and impactful experiences.

This partnership will ensure that AirAsia Buds continues to entertain and connect with audiences worldwide, both on-screen and off-screen, in their everyday lives.

“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,” said Remi Helmay, Head of Licensing and Merchandising of Abc.

Ben Lee, Managing Director of MiraiLab, said thisventure marks a significant milestone for their brand and Asean, as they 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,” he said.

Through a holistic and innovative strategy, he said they 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,” he added.

The announcement made on the sidelines of Kre8tif! 2024, marked a significant investment from Abc. in the development of intellectual property by diversifying into licensing, merchandising, and content creation.

This underscores the goal of propelling the AirAsia brand to new heights by expanding its influence across diverse audiences, categories, and industries, using the AirAsia Buds intellectual property as a dynamic platform for growth in entertainment and lifestyle.

Abc. said it is committed to setting a new benchmark in brand development and continues to shape the future of how it engages with audiences, driving creativity and fostering meaningful connections across the region and beyond for the AirAsia brand.

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