Genius Brands International, the multimedia and brand management company comprised of the recently merged assets of A Squared Entertainment and Genius Brands, has found its newest IP in Pascualina, a popular Chilean-born tween girl property. The 20-year-old brand focuses on its titular character as a fashionable, relatable world traveler, with an uncommon sense of style and flair.
“I was really struck by how beautifully designed and cosmopolitan it is,” says Amy Moynihan Heyward, president of Genius Brands International. Along with Pascualina, Genius is currently producing the animated film Stan Lee’s Mighty 7, and it is introducing a new subscription streaming service for its Baby Genius property.
While Pascualina is one of the most popular characters in Latin America, up until now she has been chiefly contained in millions of agendas that are sold throughout the continent. The product can best be described as part diary, part graphic novel and part scrapbook, filled with a mishmash of designs, colors, textures and story fragments.
“The back-story is that her father is an astronomer and she is growing up and coming of age while moving all around the world,” says Heyward. “It’s aspirational and filled with lots of positive messages—there are not a lot of great role models out there for girls, and this is one.”
The positivity of its message is a good fit with Genius Brands’ stated goal to produce “content with a purpose” and falls in line with its portfolio that includes the series Secret Millionaire’s Club (created by Warren Buffet) and the science-based Thomas Edison’s Secret Lab.The first order of business, according to Heyward, is to introduce the character to North America, leading with publishing and following up with other goods like accessories and fashion items. She envisions starting a specialty-tier retail program in the US.Outside of the US, Genius is looking for agents to develop the Pascualina program for specific territories. TF1 Licenses has already signed on to rep the brand in France and launch a program led by publishing and social expressions with a musical component.