When the children’s TV series “Teletubbies” premiered in 1997 in the U.K.—and a year later in the U.S.—the oldest members of Gen Z were just being born. Many Gen Zers grew up alongside the show’s four colorful creatures, Tinky Winky, Dipsy, Laa-Laa and Po. More than two decades later, the series’ parent company, WildBrain, is harnessing social media to reach that same audience at a new stage in their lives.
In January 2022, WildBrain launched a TikTok account for “Teletubbies” to strengthen the series’ connection to “kidults,” or adult audiences with a soft spot for children’s media, as well as parents of young children who currently watch the series, said Kara Segedin, the company’s digital marketing director. The series’ TikTok account has since developed into a key platform for community building among these consumers, she said. Over 1 million people now follow the account, and tens of thousands of TikTokers regularly tune into videos of the Teletubbies set to popular audio clips or platform trends. The emergence of the TikTok account coincided with Netflix rebooting the series in the fall of 2022.