Have you met AirAsia brand co.'s new playful buddies attempting to extend brand reach?

AirAsia brand co. (Abc), the brand management and intellectual property (IP) arm of Capital A, has released a new IP called 'AirAsia Buds' featuring four lovable characters.

Created in partnership with Moonbug Entertainment and MiraiLab, the IP features a dynamic group of animal characters including a thrill-seeking tapir named Tappy, a foodie pygmy elephant named Bam, a trendy orangutan named Ogu and a mischief-making deal hunter from another planet named Biggie. 

The characters were inspired by the ASEAN region and aim to represent the spirit of curiosity, teamwork, and love. They also embody AirAsia's playful spirit and vibrant connection with the ASEAN community, it said in a statement. 

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AirAsia Buds comes as Abc aims to build and extend the AirAsia brand's reach towards becoming a globally recognised icon that consumers can love through lifestyle and entertainment content and experiences. 

"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," said Izal Azlee, head of IP development, Abc. 

Through its partnership with Moonbug Entertainment, 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.

"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," said Simon Barnett, director of advertising sales and brand partnerships, APAC, Moonbug Entertainment.

In tandem, Abc has appointed MiraiLab as a representative of AirAsia Buds IP to drive new opportunities across multiple sectors, including branding, entertainment, and merchandising.

Through this partnership, MiraiLab will aim 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. 

“We are deeply honoured to collaborate with AirAsia brand co. 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," said Ben Lee, managing director, MiraiLab,

"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," added Lee. 

Meanwhile, Remi Helmay, head of licensing and merchandising of Abc said the partnership with MiraiLab will continue the brand's narrative of 'Dare to dream' and champion Asean.

"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," said Remi. 

At the same time, AirAsia has collaborated with SEGA's Sonic the Hedgehog to launch planes featuring the popular Japanese video game and its characters Sonic, Tails, Knuckles, Amy Rose and Shadow. 

The collaboration will feature a special AirAsia Airbus A330 plane which will start flying in October, according to the official Soni the Hedgehog SEA page. 

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