Reflections on BooSnoo! (Magazine Article)
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BooSnoo! scores in neurodiverse niche
Distributed by Thunderbird and airing on Sky Kids, this preschool series is poised for international growth, thanks in part to its unique appeal to viewers both on and off the spectrum.
By Ryan Tuchow
January 25, 2024
A colorful, non-dialogue series called BooSnoo! is carving out a new niche for slow and calming content that can help many different audiences chill out.
Created by British studios Visionality Media and Mackinnon & Saunders using a mix of animation, live action and stop motion, it tracks a little red ball’s journey through a whole series of elaborate obstacle courses. BooSnoo! premiered on Sky Kids in February 2023, and a second season that will bring the total episode count up to 41 x seven minutes is already in production to launch next year. Sky doesn’t share viewing data, but one recent indicator of the show’s popularity in the marketplace was its ranking as the sixth most-screened show (out of more than 600 titles) at MIP Junior in October 2023.
BooSnoo! was born out of a need for quiet programming that appeals to children with autism, says its creator Julian Bashford. Drawing from his own experiences as the parent of an autistic child (his son is now 19), Bashford infused the series with routine elements that are designed to connect with kids on the autism spectrum. These include a predictable episode format and the ball’s easy-to-follow pathways.
“We’ve heard from many families about the impact the show has had,” notes Bashford. “And in season two, we’re crafting more quiet moments where there’s no sound or music because we’ve seen that this is when kids really lean in.”
What attracted UK broadcaster Sky Kids to the show was the opportunity to offer more ready-for-bedtime programming, says commissioning editor Ian France. “Taking a moment to focus in and slow down could be described as an essential part of everyone’s day, but it does have a special appeal for the neurodiverse child,” he explains.
While it’s only just starting to be recognized as a business opportunity, the neurodivergent kids market is potentially massive. Research conducted by the British Medical Bulletin in 2020 estimated that 15% to 20% of the global population is on the spectrum. And according to the World Health Organization, one in 100 kids has autism.
Thunderbird Distribution is on board to sell the series worldwide and manage its consumer products rights everywhere except the UK, and the company sees potential in reaching this underserved market.
As one of the division’s first acquisitions, BooSnoo! stands out on the strength of its rare ability to translate into products for kids both on and off the spectrum, says Richard Goldsmith, Thunderbird’s president of global distribution and consumer products. Retailers he’s talked to have also noted that they’re eager to create products that reach both demos, and tap into the sort of sales that products like fidget spinners, which can help people relax and destress, experienced for a time. (It’s estimated that more than 200 million were shipped to retailers during the height of their popularity in 2017.)
BooSnoo! has the potential to translate well into picture books, roller coaster sets and even live events where audiences can watch the familiar red ball travel along a life-sized course, says Goldsmith, whose team is currently working to secure master toy and publishing partners.
“There’s a huge hole in the market for consumer products like this,” he says. “I have seen nothing like BooSnoo! in my many years in this business.”
This story originally appeared in Kidscreen‘s February/March 2024 magazine issue
