Cloudco Entertainment is an entertainment studio with a wide range of properties including Care Bears™ and Madballs™. The Toy Universe recently had the opportunity to speak to Kristeen Tibbits (VP, Marketing at Cloudco Entertainment) about these brands and what is on the horizon!
How has Cloudco Entertainment evolved over the years to keep its classic brands relevant to modern audiences?
Cloudco has grown by embracing change while staying true to what makes our brands special. We’ve reintroduced beloved characters in new ways, like interactive games and immersive experiences, and we’ve built meaningful partnerships with platforms that resonate with today’s audiences. Listening to our fans and being flexible in how we deliver has been key.
What strategies has Cloudco employed to successfully transition its brands into the digital age, particularly with platforms like Roblox and gaming consoles?
We approach each platform with a clear understanding of its strengths and user base. On Roblox, we created social, creative experiences that encourage players to connect with their favorite Care Bears. For gaming consoles, we leaned into storytelling, offering fans a chance to explore Care-A-Lot in an entirely new way. By tailoring experiences to the platform, we ensure that fans get something that feels special and engaging.
How does Cloudco balance global brand consistency with local market nuances, especially in regions like Australia?
We approach it like a partnership. The Care Bears have universal values like love and kindness that translate anywhere, but we also trust our local teams to know what will resonate best with their audiences. In Australia, for example, we lean into local expertise to create activations and partnerships that feel authentic to the region, while staying true to the heart of the brand.
How does Cloudco strike a balance between leveraging nostalgia and introducing innovative elements to keep its brands fresh and appealing?
Nostalgia creates an emotional connection, while innovation keeps that connection alive for a new generation. We respect the legacy of our brands by celebrating their history, but we’re always looking ahead—whether that’s through digital platforms, interactive games, or unique collaborations and partnerships that introduce unexpected ways for fans to engage.
What are the key strategies behind the success of Care Bears in the digital realm, such as Roblox and the Switch game?
Our success lies in staying authentic to the Care Bears’ message while finding creative ways to bring it to life digitally. In Care Bears: Caring Quest on Roblox, players can interact with the Care Bears in a social and imaginative way, while Care Bears To The Rescue delivers an adventure filled with teamwork and heart. Both platforms offer something unique, but they’re tied together by the values fans love about Care Bears.
The 2025 Marketing Message is the “Care Bears Stare”: Can you elaborate on the significance of this message and how it will shape the brand’s marketing activities in the coming year?
The “Care Bears Stare” is a call to action that represents the power of collective positivity, something we’re leaning into heavily for 2025. This message will guide everything from digital campaigns to in-person activations, reinforcing the idea that when we come together, we can create something truly impactful.
What factors contribute to the enduring popularity of Care Bears, especially among younger generations?
Care Bears remain timeless because their core values—sharing, caring, and kindness—are always relevant. Younger generations are drawn to these messages, and we’ve worked hard to ensure they can experience them in ways that feel modern and fun, like games, social media, and interactive storytelling.
How does Cloudco plan to engage the Australian audience with Care Bears, considering smaller market dynamics?
In Australia, we’re focusing on creating meaningful, localized experiences that connect with families. We were excited to partner with The Langham Melbourne during the July 2024 school holidays for a Care Bears High Tea, which sold out before the week-long event ended. Guests enjoyed themed treats and took home special showbags. Additionally, we developed Cheer Unicorn exclusively for Big W’s Baby Week, where it was featured across babywear, kidswear, and sleepwear, bringing Care Bears to life in a fresh and fun way.
What inspired the decision to relaunch Madballs, and what are the key strategies for revitalizing the brand?
Madballs have a unique energy that feels perfect for today’s audience. The decision to relaunch was driven by a demand for bold, irreverent brands that stand out in a crowded market. Our strategy focuses on connecting with original fans through nostalgia while introducing Madballs’ subversive humor and creativity to a younger generation.
How is Cloudco targeting a new generation of fans while still appealing to the original fanbase?
For longtime fans, we’re delivering a core Madballs toy line with nods to classic fan favorites like Skullface and Horn Head, plus brand-new characters. Madballs Slime Lab, mini blind capsules and playsets will be introduced to key markets later this year – appealing to both kids and collectors alike. For new audiences, we’re introducing Madballs through digital platforms and creative campaigns that highlight their quirky personalities.
What marketing tactics will be employed to promote Madballs, and how will they differ from the traditional approach?
We’re taking a fresh, multi-platform approach that leans into the disruptive humor and boldness of the brand. This includes digital-first campaigns, partnerships with influencers who match the brand’s DNA, and gamified experiences to keep fans engaged. The goal is to surprise and delight while staying true to what makes Madballs unique.
For licensing enquiries contact: enquiries@wpbrands.com.au
This article originally appeared in Edition 14 of The Toy Universe Magazine
