Winter 25 Conference - Pop Paper City - The Brands Retail Interview
Pop Paper City, a 3D, globally broadcasted children’s craft adventure series expanding into new platforms, including a feature film and a Roblox game.
We caught up with George Caton Caton-Coult the brand studio manager for Pop Paper City who are presenting at Brands Retail Winter 25 for L&M opportunities.
Q. What brand will you be presenting at Winter 25?
We will be presenting Pop Paper City, a 3D, globally broadcasted children’s craft adventure series. The show encourages hands-on creativity through the adventures of paper characters, who use crafting to complete their adventures. This “doing as well as viewing” ethos is at the heart of the brand. The characters go on a wide range of exciting adventures, from pirate treasure hunts to exploring outer space — the story world is truly expansive.
We’re also expanding the brand into new platforms, including a feature film and a Roblox game. With an immersive world and characters that inspire creativity, Pop Paper City is a multi-platform brand ready for new opportunities in 2025.
Q. What platforms is the IP on and are there any future release plans in 2025?
Pop Paper City is currently broadcast across 178 territories globally, and this number is expanding rapidly. The show airs on major platforms like Channel 5 in the UK (Milkshake!), CBeebies (BBC Studios), HBO (Warner Bros Discovery), ABC, among others. In addition to the first TV series, which includes 52 eleven-minute episodes, we are expanding the IP into new platforms, including a Roblox craft adventure game with cross-platform features, as well as a family feature film. Looking ahead to 2025, we are focused on further developing the brand with additional digital content, workshops, merchandising opportunities, and exploring new collaborations across both digital and physical spaces.
Q. Can you share with us what marketing is planned for the IP for 2025?
2025 is an exciting year with the launch of the Pop Paper City Roblox game and the production of our first immersive feature film (Journey to Pop Cloud Island), so the brand will be front and centre throughout the year. We will be running high profile marketing campaigns that tie together the film’s narrative with in-game activities, driving engagement across both platforms. Additionally, we will be working closely with our Master Agent, The Point 1888 who will lead the charge in developing new licensing, publishing, and merchandise partnerships and being very noisy in the Licensing space.
Last year, the IP won a Broadcast Award which is an incredible accolade, and we will build on that momentum with more press and exposure throughout 2025. Furthermore, we’ll be rolling out educational craft workshops in schools, libraries, and community centres, bringing the show’s ethos of creativity and adventure directly to children in hands-on experiences. So, there will be lots happening next year!
Q. Are you looking for NEW licensees and retailers?
Yes, we are actively seeking new licensees and retailers for Pop Paper City in 2025. With our licensing partner, The Point 1888, we aim to collaborate with brands that not only align with our ethos of creativity and adventure but are also eager to become true partners in building out our story world. We’re particularly interested in those who want a more significant stake in our journey—brands in the toy, arts and craft, apparel, publishing, theme park, theatre, and gaming sectors who are committed to deeply integrating their vision with ours. We are open to partnerships that go beyond traditional models and involve creative collaboration across platforms. We want to build authentic, long-term partnerships that extend the values of Pop Paper City into new categories, products and services.
George Caton-Coult - Studio Manager - Pop Paper City
