The Gotham Group and Toonstar are pooling their animation pipelines. The two companies said the partnership will develop up to 12 original animated series for kids, with releases planned on direct-to-audience platforms rather than a conventional broadcast or streaming commission.
What the deal covers
Toonstar describes itself as a tech-powered animation studio that builds entertainment franchises. It was founded by Disney, Warner Bros. and DreamWorks veterans John Attanasio and Luisa Huang, and it has made digital-first, creator-led series its core model. The Gotham Group brings three decades of animation talent and intellectual property relationships to the slate.
WME represented both companies in the deal, and Hansen Jacobson served as legal counsel to Toonstar. Toonstar’s investors include Founders Fund, Greycroft, Snap and GFR, which gives the partnership a mix of venture capital and platform thinking alongside traditional production finance.
Direct-to-audience is the real story
For kids’ content, direct-to-audience means creators no longer have to wait for a linear channel or an established streamer to commission the work. A series can be financed, produced and released to a built-in owned or social audience first, then scaled. The phrase matters because it moves the first window away from a licensed slot. For advertisers and licensees, that can mean measurable watch data exists before a traditional broadcaster or streamer ever picks the title up.
- Lower barriers: a smaller team can launch without a traditional commission.
- Faster feedback: analytics from direct distribution show what children and parents actually watch.
- Franchise control: creators can retain and grow IP with the audience before licensing it more widely.
What the principals are saying
Ellen Goldsmith-Vein, founder and CEO of The Gotham Group, said she connected immediately with Toonstar’s leadership. “They’re creatives first,” she said, adding that the studio understands how to produce for a digital-first audience. Toonstar co-founder and CEO John Attanasio said the partners can “create the next generation of beloved kids’ franchises directly with audiences.”
Matt Shichtman, head of emerging technologies at The Gotham Group, said animation creators can now produce at a scale once limited to the largest studios, with distribution support and analytics that help them respond quickly to audience preferences.
Why this matters for the screen business
The deal is another signal that children’s animation is being rebuilt around creators and direct distribution rather than the old commissioning calendar. Toonstar’s development network already includes Fox Entertainment, HarperCollins and Penguin Random House, so a 12-series deal with Gotham looks like a pipeline, not a one-off experiment.
For media planners and content buyers, the practical takeaway is to watch where these titles surface first. Owned channels, social video and platform partnerships may hold reach before a traditional ratings panel measures it.
Source: Variety
