Octonauts is making a splash in China

Jan 09, 2017

More than 4.1 billion on demand TV views and toy sales up over 350% in China
Hong Kong and London – 9 January 2017

Octonauts in China

Silvergate Media (“Silvergate”), the international TV production and licensing company focused on pre-school children’s entertainment, is proud to announce that its preschool series, Octonauts, has achieved record on demand views and toy sales in China.

Since launching on-air in Mainland China, Octonauts, the undersea preschool adventure property has clocked up over 4.1 billion views on China’s most popular online TV channels including Tencent, Youku and iQiYi. In the last five months alone, online views have increased by more than one billion, demonstrating the growing popularity of the show.

Alongside its growing on-air presence, toys are driving the brand’s licensing programme in China. In 2016 Octonauts toy sales increased by 350%.

Octonauts was first broadcast on state television, CCTV in June 2014. Season 4 is expected to debut on CCTV in time for Chinese New Year.

Silvergate is also working closely with CCTV to co-produce Season 5 of Octonauts for delivery in 2018. Silvergate is providing the script and music, whilst CCTV is developing the animation. Season 5 will include Chinese sea creatures as well as a 22 minute special, set along the Yangtze River. As well as being broadcast across China including key regional satellite channels, the series will be distributed worldwide.

In a further development for the territory, Silvergate formed a partnership with Mattel China in October 2016. Mattel China is managing the Octonauts consumer products and retail programme in China in partnership with local licensees.

In the last three months alone Mattel China has increased sales momentum through increased retail distribution and extended Octonauts presence in e-commerce using TMall campaigns. 2017 will see further retail expansion with nationwide mall events, and a live show tour.

Silvergate also plans to launch its first ever Octonauts movies in 2018. It has scripted two 60 minute Octonauts movie theatre specials.

Silvergate also plans to expand the Octonauts brand through its brand partnerships in China with local mall events, attractions, hotel and aquariums in 2018.

Waheed Alli, CEO at Silvergate Media said:

“China is one of our most important markets, which is why we are delighted that Octonauts has gained millions of fans in the region.

“We are excited to see the traction we have gained building a strong merchandising programme, deeper retail reach and a larger online retail presence. We are confident that these additional consumer touchpoints will increase exposure for the brand as it continues to grow in popularity.

“We look forward to the many exciting developments ahead including launching the first ever Octonauts movie and creating unique Octonauts experiences at malls, attractions and aquariums across China.”


Silvergate Media
Ron Allen, SVP Commercial
Tel: + 44 207151 0170

Instinctif Partners
Lauren Foster / Chris Birt
Tel: + 44 20 7457 2020


Notes to Editors

Silvergate Media
Silvergate Media is a creative content and licensing company driven by big ideas and big collaborations. Silvergate was formed in 2011 by Waheed Alli and William Astor, with offices in New York and London. In April 2016 Silvergate partnered with Shamrock Capital, an LA based private equity firm, who now hold a stake in the Company.

Silvergate develops and produces world-class content built to inspire, entertain and engage audiences of all ages through innovative storytelling, great products and strong partnerships.

Silvergate has a number of assets based on characters and brands developed for pre-school children and their development slate continues to grow. Among their portfolio of projects in production are Peter Rabbit (currently in its second season), Octonauts (currently in its fourth season), a new preschool series, Sunny Day (first season to be aired in 2017) and a new children’s series, Hilda (available exclusively on Netflix worldwide from the beginning of 2018).
Silvergate are currently in pre-production on other brand new programmes for partners including Disney and their development slate continues to grow.

The Octonauts are a team of adventurers who explore the world’s oceans, rescue aquatic creatures and protect their habitats – from the rainforests of the Amazon to the deepest depths of the Midnight Zone. Captain Barnacles Bear, ex-pirate Kwazii Cat, medic Peso Penguin and the rest of the crew fearlessly dive into action, deploying a fleet of aquatic vehicles, including their Octopus-shaped home-base, the Octopod.

Now in its fourth season, Octonauts is aired in over 100 countries across the world, including on China Central TV (CCTV), Disney Channel (USA), CBeebies (UK), ABC (Australia), TF1 (France) and Super RTL (Germany).

Since 2011, the brand has emerged as a leading preschool property in the United States, UK, Europe, Australia, and Korea. China is the latest country where a successful brand launch is underway.