CHENNAI: Chennai’s own ChuChu TV, the preschool YouTube sensation with a global following, has appointed New York-based Cookbook Media as its exclusive content and consumer-products representative for North America. The deal marks the Indian brand’s most aggressive international push yet, aimed at transforming its digital stardom into a broad entertainment and retail franchise.
Under the mandate, Cookbook will broker distribution of ChuChu TV’s existing catalogue and forthcoming releases to broadcasters, streamers and AVOD platforms across the United States and Canada. The agency will also steer licensing deals spanning publishing, toys, apparel, live entertainment, gaming and digital products. Experiential activations and retail partnerships are on the slate, with Cookbook showcasing the brand at major markets including Mipcom in October.
“From humble beginnings, ChuChu TV has grown into one of the most loved and watched preschool brands worldwide,” said founder Vinoth Chandar. “We see tremendous opportunity to connect with children and families in North America through new formats, consumer products and experiences, and we are excited to work with Claudia and Rob to bring these dreams to life.”
Cookbook co-founder Claudia Scott-Hansen called ChuChu TV “a global success story that has captured the hearts of children and families everywhere”. Her partner Rob Bencal added: “We are in the golden age of fandom. Consumers have so many ways to show their love for favourite brands and characters. This is the perfect moment to expand ChuChu’s reach and make it a true lifestyle brand for preschoolers.”
Launched in 2013, ChuChu TV began with animated nursery rhymes and simple songs. It now commands more than 180 million subscribers and over 100 billion views across multiple YouTube channels, with its flagship feed regularly ranking among the platform’s top ten worldwide. Its blend of bright animation and catchy tunes has won a loyal audience of children and parents from India to the Americas.
By tapping Cookbook’s franchise-management expertise, ChuChu TV aims to convert that digital dominance into a 360-degree presence on screens, shelves and stages—turning a once-humble YouTube channel into a North American preschool powerhouse.
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