Coolabi Group plans to “Spook Kids Silly” this Halloween with comedy brand “Scream Street”
International rights owner, Coolabi Group and its spooktacular stop-motion animation, Scream Street are celebrating the launch of Series 2 on CBBC and BBC iPlayer, with a hybrid campaign of fun brand activations, promotional partnerships and brand extensions for the much-loved comedy this October.
Based on the hit book series of the same name by Tommy Donbavand, the fast-paced and hilarious series features a whole host of new characters and adventures that are guaranteed to entertain the whole family this Halloween.
The campaign takes in a brand new Roblox game, new promotional partnership with Frankie & Benny’s and Deliveroo, a partnership with entertainment company, Comedy Club 4 Kids, media partnerships with kids titles MEGA Magazine and Girl Talk, the release of new ‘Spooktacular Joke Book’ from Walker Books, a live experience at Alton Towers, and the return of the ‘Halloween at Home’ party pack available free to all families, via the CBBC and Scream Street websites.
Following a preview of the first five episodes in Halloween 2020, all 26 x 11’ episodes of Scream Street Series 2 will launch on BBC iPlayer from 23rd October, with ten brand new episodes playing out across Halloween week on CBBC from 25th October, bringing the total number of episodes created to 78.
The first exciting brand extension for Scream Street is on Roblox, one of the biggest go-to platforms for kids to play, hang out and socialise with their friends online and has a global reach of over 115 million monthly players. After successfully launching ‘Escape Scream Street’ on Roblox last year, establishing the Scream Street brand on the platform and engaging with the platform’s vast audience, a new Roblox experience called ‘Scream Street Playground’ will launch on the platform on 22nd October.
‘Scream Street Playground’ is a playground-like game which will allow players to visit various locations in the town with friends starting with Resus Negative’s house. At launch players can play two different themed games – ‘Candy Smash’ and ‘Masks’ – with more mini games added over time as the town is expanded.
A promotional partnership with leading family restaurant Frankie & Benny’s has also been announced. The initiative, which launched earlier this month, will see Scream Street activity sheets distributed to families in all their restaurants in the UK. It features a competition prize for a free family theme park visit, with prizes of Scream Street books for runners up. The partnership will also form part of Frankie & Benny’s Halloween meal with Deliveroo, a Scream Street themed food offering for the Halloween school holidays and will run until 16th November.
Coolabi Group, Comedy Club 4 Kids and MEGA Magazine have also co-produced a fun and informative video series about stand up comedy for kids on MEGA’s official YouTube channel. The four part series called ‘Screaming with Laughter’, launched this week and features a rib-tickling crash course on how kids can kick start their comedy careers. Episode topics include ‘How To Be A Fangtastic Comedian’, ‘How To Write Spooktacular Jokes’, ‘Doing A Dead Good Performance’ and ‘Scary Stage Fright’.
Coolabi and Comedy Club 4 Kids will bring their partnership to life with an in-person family series launch and kids stand-up comedy event. Taking place at Everyman Kings Cross on Saturday 23rd October for media, influencers and families to attend and spook themselves silly learning some of the tricks for the trade.
The event also marks the release of the Scream Street’s brand new ‘Spooktacular Joke Book’, from Walker Books, which came out earlier this month, and features over two-hundred jokes about vampires, zombies, witches and all of the scarily funny characters from Scream Street.
Continuing a successful partnership with Girl Talk, established in 2020, Coolabi Group has teamed up with the media title once again to co-produce content for the magazine’s YouTube channel, Girl Talk World. This Halloween, talented 13-year-old chef Sienna Cecco, a specialist in Italian cuisine, will cook up a deliciously spooky storm, creating a Scream Street themed cook-a-long dish.
Michael Dee, Director of Content for Coolabi Group, comments: “We are completely delighted to be launching the much-anticipated new series of Scream Street on CBBC and iPlayer this Halloween. It’s a fun and engaging brand, which is evidenced in the range of partnerships and promotions we have delivered to amplify the launch and bring Halloween fun to families across the UK.”
In addition, the Scream Street costume characters will be making an appearance at Alton Towers from now until 12th November for daily in-park meet and greets and an interactive dance challenge experience, where visitors can learn the moves to the much-loved Scream Street theme tune.
The fang-tastic celebrations continue with the return of the successful free downloadable ‘Scream Street Halloween at Home’ party pack, which launched last year. The newly updated pack will be available to download on the Scream Street and CBBC website and is filled with some spine chillingly cool activities to get the party started, from Scream Street character masks and puzzles, to cupcake toppers, decorative tent cards and monster making crafts.
Scream Street returns to CBBC on 25 October with all episodes available to stream on BBC iPlayer from 23 October.