The New York Times picks up on the Yo Gabba Gabba phenomenon, taking particular attention at how quickly the toddler-targeted show has turned into a franchise:
While “Gabba” is a TV show — one of the 10 best of 2007, according to Time magazine — the idea of simply creating “a show” is antiquated. What is created now is a property, a platform, a brand, a multimedia idea, which obviously has to be Big on the Internet. And indeed, Advertising Age recently pointed out that “Yo Gabba Gabba!” clips have attracted 17.8 million streams from Nickelodeon’s Web site, compared with about 4.4 million viewers of a typical episode of the actual program...
Back in 2006, (producer) Wildbrain acquired a majority interest in Kidrobot, which makes and sells high-end “designer toys” and apparel that appeal to fashionable young adults (who may or may not be parents). Thus “Gabba”-related products arrived in exclusive retail settings much faster than usual, demonstrating consumer demand to other merchandise partners. By the time the word came that the show was being picked up for a second season, deals were in place for DVDs, CDs, toys, bedding and other items.
Blogger Toddler still can't get enough of "Yo Gabba Gabba." Two original episodes remain of the current season, including one featuring The Shins.
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