Code Ed: Characters Teach Computer Programming

Computer coding has been a theme of several recent deals marrying licensed entertainment/character properties with educational digital content focused on basic programming skills. Since November 2015:

• Disney and Lucasfilm partnered with Code.org for a Star Wars tutorial that educates kids on writing code; Code.org has previously worked with Disney on similar programs involving Frozen and Disney Infinity.
• Mattel teamed with Tynker for a series of online coding courses for kids in third grade and up, featuring Mattel properties such as Hot Wheels and Monster High.
• Simon & Schuster and its licensing agent Moxie & Co. announced that their long-time Nancy Drew licensee Her Interactive would launch a new mobile game for the property, focused on coding skills, called Nancy Drew: Codes & Clues. It is intended for girls 5-8.
• Cartoon Network paired with the online community Scratch to create free coding tutorials featuring its series We Bare Bears. The content is on Cartoon Network’s website and connects to Scratch’s global audience. PBS Kids also partnered with Scratch for a coding app featuring characters from Peg + Cat, Nature Cat, Wild Kratts, and WordGirl.

Many of these launches or announcements have been timed to the Hour of Code, an annual Code.org-fostered global initiative with an objective of spurring young people to spend an hour learning the basics of computer programming during Computer Science Education Week.

The U.K. licensing community jumped on the coding trend a year ago, with a raft of announcements in late 2014 and early 2015. They included Nick U.K. launching an online experience called Code-It, developed with We Are Tilt, and BBC Children’s and BBC Learning debuting a range of coding and computing content, including three programs on Cbeebies (Appsolute Genius, Nina and the Neurons: Go Digital, and Technobabble) and a Doctor Who online coding game, The Doctor and the Dalek. And back in May 2014, Aardman Animations paired with Nominet Trust for a Shaun the Sheep-themed coding competition.

The U.K. designated 2014 as “the Year of Code” and implemented a computing curriculum in primary and secondary schools that year.

Karen Raugust and Ira Mayer’s New York Toy Fair panel on Sunday, February 14, 2016, at 3:30 p.m., will focus on the intersection of licensing and educational content and toys. It’s part of the Toy Industry Association’s Licensing Content Connection seminar series.