AirAsia brand co. (Abc), the brand management and intellectual property (IP) arm of Capital A, has partnered with UK’s Moonbug Entertainment and MiraiLab to introduce its new IP AirAsia Buds, a 12-episode animated series set to debut on YouTube in the first half of 2025. The companies officially announced the launch at Malaysia Digital Economy Corporation’s (MDEC) digital content festival Kre8tif! 2024.
AirAsia Buds will feature a group of animal characters that include Tappy the thrill-seeking tapir, Bam the foodie pygmy elephant, Ogu the trendy orangutan, and Biggie the mischief-making deal hunter from another planet. AirAsia has said that these characters are inspired from the Asean (Association of Southeast Asian Nations) region, and will represent the spirit of curiosity, teamwork, and love.
With this animated series, Abc aims to become a globally recognised icon that audience loves through lifestyle and entertainment content and experiences. Abc IP development head Izal Azlee said, “The more conversations we had with Moonbug, the clearer it was that they understood our vision for AirAsia Buds. Moonbug is not just one of the best in kid-friendly entertainment—their team is also passionate about characters and stories, and we are excited to partner with them to bring AirAsia Buds to a new and wider audience.”
Moonbug Entertainment APAC advertising sales and brand partnerships director Simon Barnett shared, “We are thrilled to bring AirAsia Buds to life with our creative expertise and talent. Families are co-viewing in new ways globally on YouTube, and this new project allows us to combine our passion for producing great family content with AirAsia’s brand as an essential travel companion.”
In parallel, Abc has appointed MiraiLab as a representative of the new IP to drive new opportunities across multiple sectors, including branding, entertainment, and merchandising. MiraiLab aims to bring innovative projects featuring the IP to life in licensing, retail, events, and merchandising. This partnership will ensure that AirAsia Buds continues to entertain and connect with audiences worldwide, both on-screen and off-screen, in their everyday lives.
Abc licensing and merchandising head Remi Helmay added, “Through innovative merchandising and marketing, we’re able to create deeper, more meaningful connections with audiences, allowing AirAsia Buds to inspire and engage in a way that reflects the heart of the AirAsia brand across diverse markets and experiences.”
MiraiLab managing director Ben Lee said, “This exciting venture marks a significant milestone for our brand and Asean, as we aim to showcase the region’s rich cultural diversity and creativity through the AirAsia Buds IP. By leveraging our market acumen and decades of operational expertise, we are committed to bringing these delightful characters to life. Through a holistic and innovative strategy, we aspire to make AirAsia Buds a unique and memorable intellectual property that captivates audiences worldwide. Together, we look forward to imbuing these charming characters with dynamic energy and irresistible appeal, ensuring they resonate with fans across all age groups. As partners, we set out to create a legacy with the AirAsia Buds IP that highlights the vibrant creativity of Malaysian and Asean intellectual property on a global platform.”