Even though the brand is well-loved by audiences over the age of 35, kids today hardly know it, preferring to watch animated films by international studios like Disney, Pixar and others. Our task was to develop a new brand platform that would help fix the situation as it stands today.


Interdisciplinary research of youth culture (Generation Y and Alpha). Methodology: semiotics of animated films and children’s content, digital ethnography, expert interviews. As part of the semiotics research, we studied more than 1,000 pieces of content: contemporary Russian and international cartoons, children’s channels on YouTube, computer games, TikTok and others. This allowed us to identify relevant cultural codes for the brand.


Our research helped us find a fundamentally important territory for the brand, actualize it while accounting for the brand’s existing capital and develop content and integration recommendations.

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