Fox Advertising and Toonstar, an L.A.-based animation studio that has been embracing the use of AI in its production pipeline, have unveiled a strategic partnership “designed to create new opportunities for marketers to connect with audiences through digital-first animation, creator-led storytelling and culturally responsive content.”
The companies will showcase their new collaboration, which will bring together “Fox’s advertising sales expertise and distribution capabilities with Toonstar’s proprietary production engine, Ink & Pixel, that produces fast, high-quality animation at scale,” at Cannes Lions in France next week.
“Toonstar’s audience intelligence technology, SPOT, adds a further edge by integrating real-time audience data directly into the creative process,” the partners said.
For brands, the partnership is meant to create chances to engage with creator communities through animation by pairing them with creators; for independent creators, the goal is to provide “a faster path to market, expanded advertising and distribution support and a more powerful pipeline for developing the next generation of hit IP,” Fox and Toonstar said. In other words, for Toonstar’s growing slate of shows, access to the Fox advertising machine should help creators improve their monetization opportunities.The collaboration is also understood to provide a potential path for select projects created under the partnership to benefit from Fox distribution.
