As The Championships 2021 gets under way today, the All England Lawn Tennis Club (AELTC) has launched Wimbledon Kids in a move to open up the magic of The Championships to younger audiences.
Helmed by lead characters Bounce, a free-spirited tennis ball, and Blade, a Wimbledon purist, stickler for the rules, and one of Centre Court's 54 million pieces of grass, the first three episodes explore the history, traditions and quirks of the much-loved tournament. Watch the first episode here.
Blade and Bounce’s energetic adventures take them around the grounds, discovering everything from why players wear white to how many relatives Blade has on Centre Court.
Working closely with YouTube Kids, the series landed on the global English-speaking homescreens of the app over the weekend.
Also on the channel is a series of shorts, inspired by Pixar Popcorn, which explore funny, relatable and inspiring stories from The Championships. These include Roger Federer’s Backwards Trousers and Venus and Serena: The Sisters Who Took Over The World.
The content has been produced and created by AELTC’s content agency, LiveWire Sport, shortlisted for Agency of the Year at this year’s Sport Industry Awards.
Alexandra Willis, Head of Communications, Content and Digital at the AELTC, said of the series: “We are always in pursuit of new ways to keep Wimbledon relevant and, while continuing to serve our existing audiences, take it to new ones as well. Young people are pivotal to the future of sport, and so we are absolutely thrilled to be introducing the YouTube Kids community to Wimbledon through our new Wimbledon Kids channel. We hope they fall in love with Blade and Bounce, just as we have during the process of creating them, and that this is the beginning of a great friendship.”
Leigh Walsh, Head of Content, LiveWire Sport, added: “This was an incredibly rewarding and entertaining project to work on. Finding innovative ways to engage younger audiences is something we pride ourselves on, and we're grateful to the team at Wimbledon for collaborating with us to try something new. We hope children across the world have as much fun watching these episodes as we did producing them.”