2 weeks Ago
Not so long ago, a book deal and a live tour marked the outer limits of how far a hot podcast could hope to expand its horizons. These days, they're only the beginning. Especially at Wondery, the fast-growing podcast network based in West Hollywood, California.
Subscribe to the Daily newsletter. Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters "The holy grail is a 360-degree IP—something the fans are seeing at many touch points, all the time," she says. "It's not an on-and-off relationship, it's an always-on relationship.
" One brand that certainly qualifies is the Harry Potter movie franchise, whose development Blake steered during her tenure as a senior vice president at Warner Bros. in the 2010s. Beyond all the books, movies, and spinoffs, Harry Potter's tentacles have extended to clothing lines, food items, Lego sets, video games, theatrical plays, and theme park rides.
Though the phenomenon factor of Harry Potter may be singular, the brand's breadth exemplifies the inventive approach to market saturation Blake is exploring for Wondery's podcasts. So far, the show that seems furthest along the path to 360-degree IP is Wow in the World, the kid-focused science series with more than 100 million downloads. Designed in Pixar-fashion to appeal to parents listening along, it has steadily cultivated a devoted following, who call themselves Wowsers.
The show has long since spawned the requisite live tours and book deals, along with an array of clothing and accessories that includes shirts, pillows, and backpacks. Where the show's extension breaks new ground, however, beyond a push into the classroom with a Next Generation Science Standards-aligned curriculum, is its new line of STEM kits like an Everlasting Volcano and Dino Dig & Diorama. Though character-driven pods like Welcome to Night Vale and the D&D-based Critical Role have spun off plush toys and action figures, Wow in the World's offerings may be the first.
.. Joe Berkowitz.
