December 26, 2024
Licensing
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GPM Ads and AST Publishers to release a comic book based on the “Suspicious Owl” multiverse
Licensed “Suspicious Owl” merchandise: a new way to engage millennial and Gen Z audiences.
GPM Ads (sales house of Gazprom-Media Holding) and AST Publishers, in collaboration with Go-Goat Studios, have developed the first comic book based on “Suspicious Owl,” one of the top-rated animated shows airing on 2x2. The project and its first illustrated pages were presented at the “Khomyakon” contemporary geek culture festival on December 22. The comic book with a bonus story exclusive to readers will hit bookstore shelves and online marketplaces in early 2025. Themed notebooks featuring the beloved avian mascot are already available for purchase.
”Suspicious Owl” is an adult animated hit with its own multiverse with over 148 million digital views across all platforms over nine season, according to publically available view count data from YouTube, VKontakte, RUTUBE, 2x2 channel, as of October 16, 2024. The main character, Detective Owl, fights crime with his friends. The show has captivated viewers with its bold humor, sarcasm, intense relatability, and unique charm. The show perfectly resonates with Millennials and Gen Z viewers who grew up on both international and domestic classics of adult animation from 2x2.
The sharp and unrestricted humor of the 2x2 content helps kidults escape from reality while maintaining an ironic and upbeat sense of self. It’s no coincidence that we planned the release of licensed products based on adult animated series in traditionally “child-oriented” categories—comics, planners, and notebooks. These products allow customers to express their openness and carefree attitude toward life. On the other hand, a graphic novel based on “Suspicious Owl,” with its vibrant illustrations, compelling story, and charismatic characters, is designed not only for the show’s fanbase, but also to attract new audiences.
In addition to the comic, AST Publishers has developed notebooks and stickers featuring the show’s signature catchphrases and recognizable characters. These licensed products satisfy the audience’s need for emotion, extending engagement with the characters beyond TV and digital platforms while catering to the growing demand for comedy content.
”Suspicious Owl” is one of 2x2’s flagship projects, which has gained a massive following both on-air and online. Now it’s time to go beyond television and take the Owl Multiverse offline. Our collaboration with AST Publishers breathes new life into the show’s characters and the project as a whole. We are confident that the comics, planners, and notebooks will appeal not only to 2x2 viewers, but also to anyone who embraces irony, finds room for sarcasm, and doesn’t shy away from a challenge. Moving through life with ease, being daring, bold, confident, yet not losing your inner child—that’s what 2x2 tells its audience, and the launch of new licensed merchandise with one of the channel’s animated shows is a testament to that.
Our collaboration with “Suspicious Owl” builds on the trend of bridging the gap between publishing and film production (in this case, animation) that has emerged in recent years. These projects help broaden the audience for both the show and the print products, boosting brand loyalty and character recognition. We are actively developing our licensing division and are confident that merchandise featuring beloved characters will delight a broad audience of customers. After all, we all need a little owlish vigilance and sharp wit from time to time!
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