Capital A's AirAsia brand co. announces partnerships with Moonbug, MiraiLab to strengthen AirAsia Buds' IP presence

[Photo Caption: (From left to right): Izal Azlee, Head of IP Development at Abc., Rudy Khaw, CEO of Abc., Simon Barnett, Director of Advertising Sales & Brand Partnerships, APAC at Moonbug Entertainment, Tan Kang Yao, Executive Director of MiraiLab, and YBhg. Ts. Fadzli Abdul Wahit, Head of Digital Transformation at Malaysia Digital Economy Corporation (MDEC), during the document exchange ceremony formalising the collaboration between Abc., Moonbug Entertainment, and MiraiLab, held on the sidelines of the Kre8tif 2024 Conference and Business XChange]

KUALA LUMPUR, 4 October 2024 — AirAsia brand co. (Abc.), the brand management and intellectual property (IP) arm of Capital A and the driving force behind the AirAsia masterbrand, has announced two major partnerships with Moonbug Entertainment and MiraiLab to further expand its presence in the Character and Entertainment intellectual property space. These collaborations mark a significant milestone in the evolution of AirAsia Buds - Abc.’s IP to build and extend the AirAsia brand’s reach further toward becoming a globally recognised icon that everyone loves through lifestyle and entertainment content and experiences.

AirAsia Buds is the charming IP of AirAsia, featuring a dynamic group of animal characters that includes Tappy the thrill-seeking tapir, Bam the foodie pygmy elephant, Ogu the trendy orangutan, and Biggie the mischief-making deal hunter from another planet. Together, these Asean inspired characters represent the spirit of curiosity, teamwork, and love, ready to captivate the audience with their adventures around the world.

Introducing AirAsia Buds!

These lovable characters embody AirAsia’s playful spirit and vibrant connection with the Asean community, designed to inspire and entertain a new generation of fans.

Through its partnership with Moonbug Entertainment, a global leader in children’s content and the powerhouse behind beloved shows like Cocomelon, Blippi, and Little Baby Bum, AirAsia will introduce AirAsia Buds to the world in a 12-episode animated series set to debut on YouTube in the first half of 2025. The series will bring the adventures of AirAsia Buds to life, offering entertaining and relatable stories that promote discovery, collaboration, and adventure to young audiences and families alike.

Simon Barnett, Director of Advertising Sales & Brand Partnerships, APAC at Moonbug Entertainment, 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.”

Izal Azlee, Head of IP Development of Abc., 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."

In parallel, Abc. has appointed MiraiLab as a representative of AirAsia Buds intellectual property to drive new opportunities across multiple sectors, including branding, entertainment, and merchandising. MiraiLab aims to bring innovative projects featuring AirAsia Buds to life in licensing, retail, events, and merchandising that create unique, immersive, and impactful experiences. 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. 

Remi Helmay, Head of Licensing and Merchandising of Abc. added: “For 23 years, the AirAsia brand has proudly championed Asean and embodied the spirit of ‘Dare to Dream’. Partnering with MiraiLab, we will continue this narrative by bringing to life the stories of AirAsia Buds through real-life experiences and exciting merchandise that you can own and love, embodying the values that AirAsia believes in. 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.”

Ben Lee, Managing Director of MiraiLab, said: “We are deeply honoured to collaborate with AirAsia brand co. (Abc.) in creating the new and proudly Malaysian intellectual property, AirAsia Buds. 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.”

The announcement made on the sidelines of Kre8tif! 2024, marked a significant investment from Abc. in the development of intellectual property by diversifying into licensing, merchandising, and content creation. This underscores the goal of propelling the AirAsia brand to new heights by expanding its influence across diverse audiences, categories, and industries, using the AirAsia Buds intellectual property as a dynamic platform for growth in entertainment and lifestyle. 

Abc. is committed to setting a new benchmark in brand development and continues to shape the future of how it engages with audiences, driving creativity and fostering meaningful connections across the region and beyond for the AirAsia brand.

***ENDS***

About AirAsia, the masterbrand

AirAsia is a leading Asean brand that has evolved from a pioneering low-cost airline into a dynamic travel and lifestyle platform for the underserved, the believers and the dreamers. With a legacy of more than 20 years built on affordability, accessibility, and inclusivity, AirAsia has connected over 800 million people across the region and beyond, inspiring dreams and empowering communities. Rooted in Asean, AirAsia continues to champion the region's diversity propelled by its "Dare to Dream" spirit committed to delivering exceptional value, unforgettable experiences, and innovative solutions.

For the latest brand updates, collaborations, and exclusive content, follow @airasia on Instagram and be part of the journey as we continue to connect and inspire Asean!

About AirAsia Buds

AirAsia Buds is AirAsia’s character IP represented by humanoid characters mostly based on animals endemic to Southeast Asia: Tappy the thrill-seeking tapir, Bam the foodie pygmy elephant, Ogu the trendy orangutan, and deal-hunter Biggie from another planet. Together, they seek adventure and discover the joys of travel, curiosity and teamwork. If you are interested in licensing the AirAsia Buds IP, we invite you to explore how we can create something remarkable together by reaching out to us at licensing@airasiabrandco.com.

About Moonbug Entertainment

Moonbug is an award-winning global entertainment company inspiring kids everywhere to laugh, learn and grow. The company is behind some of the biggest kids’ entertainment brands in the world including CoComelon and Blippi. Moonbug believes every child should have access to entertaining and enriching content, making its shows available on more than 150 video platforms globally including Netflix, Disney+, BBC iPlayer and YouTube Kids. The company is also a global leader in pre-school music and audio experiences, available on 100+ audio platforms globally. Moonbug brands extend far beyond the screen to include streaming music, consumer products and live events.

Moonbug is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.

For more information on Moonbug, please visit www.moonbug.com.

About MiraiLab

MiraiLab, founded on the Japanese concept of "future + creativity," is committed to driving diversified growth through IP licensing, film and television production, and global retail distribution. The company's founder, with over 20 years of extensive experience across publishing, anime creation, creative design, and retail, has continuously led the industry, fostering a deep integration of culture and commerce. To date, MiraiLab has established close partnerships with over 400 premium IPs from Japan, Hong Kong, Taiwan, and Malaysia, encompassing a wide range of classic and emerging original works, consistently delivering innovation and vitality to various markets. Looking ahead, MiraiLab will remain true to its core values of "future and creativity," striving to create more globally-focused IP projects, expand the boundaries of IP commercialization, and bring consumers unprecedented entertainment experiences.