Anjar & Becker Associates to drive North American success for Leo the Truck

Leo the Truck, the animated series created by children’s content company Project First, will be repped by licensing agency Anjar & Becker Associates in the US and Canada.

Translated into 15 languages, Leo the Truck is one of the fastest growing IPs appealing to 0-6 year olds, with 23 billion views on YouTube worldwide. Two seasons of 130 episodes are in rotation with new episodes of season three being released.

Project First also develops its own Leo the Truck apps, which have gained 26 million downloads. Leo animations and songs are available on Amazon, Spotify and other platforms.

In addition to Leo, Project First runs over 150 live-action preschool shows. Kids playing with toys, books, robots, play-sets and other Leo merchandise in live action videos extend the universe. YouTube channels run by Project First generate 1.5 billion views monthly, and have 50 million subscribers.

Patti Becker, ceo of Becker Associates, commented: “Jonathan Becker [ceo of Anjar] and I are very excited to represent Leo the Truck. Preschoolers love vehicles, especially construction vehicles, and we expect this brand, which has already captured the interest of billions, to quickly translate into vehicles, play-sets, games, toys, books, construction, t-shirts and pyjamas.”

Leo the Truck’s animated adventures focus on Leo, a curious dump truck who loves to build things and see how they work, and his friends, Lea, Lifty the Forklift, Scoop the Excavator, and two robots, as they bring construction projects to life. The show uses an interactive format that encourages young viewers to actively participate, pay attention to detail and solve common vehicle problems, such as flat tyres, low clearance and rust.

Vladimir Nabatov, head of business development at Project First, said: “We have impressive viewership in the US in both English and Spanish and we get requests from US fans looking for Leo merchandise. We are happy to start developing the US market and have strong belief in Anjar & Becker Associates.”

Anjar & Becker Associates will be at the NY Toy Fair in March (booth 2610) and enquiries from anyone interested in licensing Leo the Truck are welcomed.

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