A Show About A Blue Dog? for Preschoolers? Groundbreaking…
Why heart, humor, and trusting storytellers matters more than ever in kids' media.
Before we start, some quick housekeeping:
📈 This weekend, I hit #21 on Substack’s Rising in Education list—THANK YOU to everyone who subscribed, shared, or even just read silently from the sidelines.
📚 Next week, I’m kicking off the first official read for the Kids’ Media Book Club, so now’s a great time to subscribe if you haven’t already—and maybe invite a friend to read along…
👋 I’d love to hear from you—whether in the comments or via DM or a simple “like” to show you’re here.
📸 And come say hi on Instagram! You can follow @kidsmediabookclub - I’ll be there in between the newsletters.
OK! Let’s dive in to this week’s topic…
In my last post, I talked about how YouTube and independent creators are changing the game in kids’ media. Whether we think this content is “good” or not is irrelevant. The kids are watching…
If you’re a goody-two-shoes like me, it’s easy to judge. There are rules (!) for making kids shows, and we should be following them (!!), right? RIGHT?! (8 year old me is SWEATING).
The rules are slowly disappearing, which should be exciting! The path is wide open, which should always be exciting! So, why does it feel like we’re on a sinking ship?
It’s been easy to panic lately and ask: Do kids even care long about form content? Is narrative storytelling still relevant?
Good news! I’d argue that narrative storytelling matters more than ever, even in this new age of content distribution.
Because here’s the thing: while creators might be able to win when it comes to speed and reach, there’s one thing that stories and characters still undisputedly do better.
What Stories Do Best
YouTube creators are great at showing how the world works. And this isn’t just true for kids - it’s true for us adults too. Think about the rabbit holes you’ve gone down…
Maybe it’s looking up tips to use a new tool you just bought, or following along a family’s week-long trip across the country on a train, or searching for job interview advice from a hiring manager.
(Ok fine. Really it’s deep dive of all the plot holes in Pretty Little Liars. But let’s pretend I’m serious for at least a few newsletters, ok?)
For kids, it’s basic skills like how to brush their teeth or how to calm down when they're upset. YouTube is essentially becoming a digital preschool with a 1:1 student teacher ratio. This is has always been an incredibly valuable sector of the market, especially in the early years when kids are learning routines and basic skills.
There’s no shortage of early topics to cover when it comes to preschool content, which makes it the ideal subject for short form, high export creators. If you’re willing to put in the work and give it a shot, chances are - you’ll have some success.
But narrative stories serve a different purpose for kids.
Stories help kids make sense of the why. Research has shown that stories can help develop empathy and theory of mind, the ability to recognize and understand emotions in others.
Kids learn to see the world from different perspectives through characters and plot. They invite children to see through someone else’s eyes and to understand emotions they might not have words for yet. They don’t just “explain” moments in life, they help feel it. Sure, Ms. Rachel can say, “It’s okay to feel sad.” But a character like Bluey show you what sadness actually feels like…
One is a tool (important). The other is a feeling (also important).
So if narrative storytelling matters so much, why did I kick this newsletter off by talking about creators? Well, because some of the best narrative content out there today is actually creator-driven…
What Bluey Got Right (And Why It’s Not About the Dog)
Last week,
at the Ankler went inside the launch of Nickelodeon’s Kid Cowboy on YouTube - a strong and bold strategic choice for the linear network.
You can’t talk about kids without talking about YouTube,” says Ashley Kaplan, the executive at Nickelodeon behind the strategy. “Its impact on kids’ franchises can’t be ignored. With the exception of Bluey, every new big kids franchise has been born on YouTube.”
Sure, Bluey wasn’t born on YouTube, but I disagree that it should be an “exception” for it’s success. It’s creation and development was more in line with how content is made for YouTube - it’s undoubtedly creator-driven.
I’ve said it more times than I can count: “I wish I was in the room for the Bluey pitch.”
And I say that knowing, as a development exec, I most likely would’ve passed. A blue dog? For preschoolers? And she (yes, she!) is the lead? I can think of at least one very famous blue dog already…
But here’s the thing: Bluey wasn’t a bet on the character. It was a bet on the creator.
Joe Brumm, the show’s creator and head writer, brings so much heart, humor, and emotional honesty to the show. He writes nearly every episode himself. His voice and sensibility is ALL over that show. Every beat, every joke, every moment that makes you tear up? That’s Joe.
Catriona Drummond, the Art Director for Bluey in the very early days, recently launched a Substack
, where she’s reflecting on her journey. In Chapter 1, she reflects on working alongside Joe.In my opinion, Joe possessed all the prerequisites that lead to all the best animated shows and films. A creator who has been in the industry trenches themselves, understands the production pipeline completely and has a singular vision about exactly what they want to make.
What also helped was we didn’t really have to seek too much approval from anyone. [The networks] had the good instincts to leave Joe and Ludo alone to create what they had outlined to them.
-
You can read more here:
And this is where the line between “new age content creator” and “old school showrunner” gets blurry. Because when we talk about why Bluey works, I’d argue it’s not the animation style or even the slow preschool-friendly format. It’s because it has a strong voice and clear vision. Which, honestly, isn’t that different from a YouTube creator, is it?
Everyone’s out there looking for the next Bluey. But maybe what we should be looking for is the next “Joe Brumm”…
What Makes You, You?
If you’ve ever had an informational call with me, you know the first thing I ask is: “Tell me what YOU love to write?” I want to know what lights you up. What themes you keep coming back to. What stories you’d write even if no one asked you to. I already know you’re talented. Essentially, I want to know is—what makes you, you?
Because in a world that’s becoming more creator-led, and where AI is slowly stepping in, it’s our voices and humanity that will be our superpowers.
At the end of the day, the creators winning on YouTube aren’t reinventing the wheel. They’re not even really doing anything groundbreaking... The ones that are finding success have content that feels fresh because it’s theirs. Even if it’s not your thing, you can’t deny—they know exactly who they are.
And that’s what Bluey has that sets it apart from a majority of the new series we’ve seen debut in the age of streaming. It has a strong voice - one that shows up in every beat, every moment, every dad-joke or emotional punch.
Joe trusted himself. And in return the network trusted Joe.
So, what does this all mean for writers and creators? It means putting yourself out there! Not just to prove you can build an audience, but to show that you have a perspective and point of view that only YOU can bring to the table.
Most of you here entered this industry because you love stories. After all, story and emotion are what make us human. And we all (especially kids) still need stories with heart today more than ever.
And sure, it can feel overwhelming watching the rise of YouTube creators and short-form content. But here’s the harsh truth: Why are we even looking at the creator economy as a threat?
Isn’t it actually pushing this industry closer to what we’ve always wanted it to be? A space for more creative freedom and room to take risks. More permission to tell the stories we care actually about, not just marketability…
The YouTube economy might be booming, but in 20 years when we look back, what will be the moments that actually stick with kids? My guess? They’ll still be the ones that made them wonder, cry, laugh and grow. Not the ones with the most views. And that’s something only a story can do.
Stick around, we’re just getting started!
I don’t have all the answers. This Substack is not meant to be a guide, it’s a space for me to share my thoughts from my creative point of view as I try to make sense of this weird, shifting moment in kids’ media.
As I keep writing, making, and questioning, I’m excited to challenge my POV and learn more along the way.
Next week, I’ll be kicking off the first official read for the Kids Media Book Club!!!!
This is the part I’m really excited about. Each month, we’ll dig into one tentpole book that sparks ideas about storytelling, learning, creativity, or the way kids engage with media today. Alongside that, I’ll be sharing newsletters and resources that connect the dots between theory and what’s actually happening out there.
Whether you’re a writer, producer, educator, curious parent, or just interested in kids’ content, the goal is to create a space for reflection and inspiration with no pressure. Whether you want to read every word of the book, or just skim the newsletters when you can, join the discussion in the comments, or turn it into your own mini book club with friends IRL —make it work for you!
So if you haven’t already, subscribe now to get the first read delivered straight to your inbox.
Loving your insight here. The shift in kids media can be scary, but your focus on creator-driven, vs not seems like a light at the end of the tunnel
I love this point-of-view and agree with it wholeheartedly. Great article!