BBC Will Triple Investment In Animation For Kids Aged 7–12

Future kids’ shows will lay an emphasis on local stories. “We are British-first,” said Hidalgo, “and we want to make brilliant British animated shows with U.K. cultural values that U.K. kids can find and recognize themselves in.” Hidalgo noted that only three culturally British animated shows — Mr. Bean, Horrid Henry, and Danger Mouse — were among the age group’s most watched, alongside ten international titles.

Hidalgo cited The Amazing World of Gumball, whose production she oversaw as a former creative executive at Turner, as an example of a British-made series that is more American in its sensibilities. British animation has sometimes tried to emulate American styles and ideas, with less-than-stellar results. This is the trap Hidalgo wants to avoid: “Britishness sells, blandness doesn’t.”

In the same spirit, the BBC announced the £800,000 ($1.1M) Ignite scheme in July with a view to finding “the U.K.’s next animation hit.” Hidalgo has given an update on its progress: the 1,000-odd entries have yielded a shortlist of 40. Eventually, three projects will get pilots with a view to a full greenlight.

Earlier in the year, Hidalgo announced her intention to find the country’s answer to The Simpsons. “We could set our characters in a British setting,” she said. “When I’m talking now to some of the people I’m meeting, I’m basically saying, ‘What about roast beef instead of turkey when we have a family around the table?’ Why not infuse more of our culture? Mr. Bean is fantastic and he is so British — think of the Mini.”

Image at top: “Danger Mouse”