Creating Children’s IP with Legacy Talent
Portfolio company Invisible Universe launches their second children’s book based on internet native animated IP (or “internative” as the cool kids are calling it), Clydeo Takes a Bite Out of Life by Jennifer Aniston. Released on October 1st, this marks a significant milestone for the animated franchise and its highly engaged & growing audience.
Clydeo was developed by Invisible Universe in partnership with Jennifer Aniston, launching on TikTok, YouTube, and Instagram in 2021. Now, the character is expanding into traditional storytelling with this publishing debut.
The picture book, published in partnership with HarperCollins, is the first in a four-part series. This cross-platform approach exemplifies how publishers, studios, and gaming companies are increasingly turning to social media for IP with built-in and highly-engaged audiences.
Why a Social Media Audience is Key for this Children’s Book
Many celebrity-backed ventures often assume that fame alone will convert followers into consumers, yet this approach frequently falls short. A critical mistake is partnering with talent that doesn’t authentically align with the product or audience. However, the collaboration between Jennifer Aniston and Invisible Universe shows how strategic and authentic celebrity partnerships can succeed.
Clydeo appeals not only to children but also to their 80s and 90s-born parents, who fondly remember Friends and films like Along Came Polly and The Break-Up. Invisible Universe is delivering content for the whole family, carefully tailoring content strategies to the typical demographic of each platform.
On Clydeo’s Instagram, for example, followers get glimpses of Jennifer’s home through animated content set in her real-life mid-century space. Clydeo stays current with popular social media trends, creating engaging content that resonates with parents while remaining safe for co-viewing with their children.
Once the book was announced, Clydeo’s social media channels were used to promote it with fun and interactive content, encouraging followers to purchase the book for the young people in their lives.
The Clydeo Fund
Jennifer Aniston is known for her love of dogs and advocacy for animals. In celebration of the launch of her book Clydeo Takes a Bite Out of Life, she is also launching The Clydeo Fund, a foundation dedicated to supporting animal shelters and rescue organizations.
Get Your Copy
Clydeo Takes a Bite Out of Life is available now. Get your copy HERE, or stop by your favorite local bookstore to pick up a copy.