What's Happening?
Scholastic has implemented significant leadership changes at Brown Bag Films, a Dublin-based animation company that is part of 9 Story Media Group, which Scholastic acquired in 2024. Caitlin Friedman,
previously the SVP and general manager of Scholastic Entertainment, has been promoted to EVP of global production and current. In her new role, she will oversee production across Brown Bag Films’ studios in Dublin, Toronto, and Bali, while continuing to develop and produce select Scholastic properties. Additionally, Cathal Gaffney, cofounder of Brown Bag and former COO of 9 Story Media, has taken on the role of chief innovation officer. He will lead a newly established 'innovation division' called BBF Labs, which aims to advance animation creation, production, and delivery. This strategic move is intended to expand Brown Bag's focus beyond preschool storytelling to include digital-first content, new platforms, older audiences, and feature-length projects.
Why It's Important?
The leadership changes and the creation of BBF Labs at Brown Bag Films signify Scholastic's commitment to innovation and expansion in the animation industry. By promoting Caitlin Friedman and appointing Cathal Gaffney to lead the new division, Scholastic is positioning Brown Bag Films to explore new content formats and technologies. This could potentially lead to a broader audience reach and increased market share in the competitive animation sector. The focus on integrating emerging technologies like AI and developing new production pipelines reflects a forward-thinking approach that could set new industry standards. This strategic shift may also enhance Scholastic's ability to leverage its intellectual properties across various media platforms, thereby strengthening its brand presence and revenue streams.
What's Next?
With the establishment of BBF Labs, Brown Bag Films is expected to explore new avenues in animation production, including digital-first content and feature-length projects. The integration of emerging technologies like AI will likely be a focal point, as the company aims to empower artists and streamline production processes. Stakeholders in the animation industry, including competitors and collaborators, will be watching closely to see how these changes impact Brown Bag's output and market position. The success of this initiative could influence other companies to adopt similar strategies, potentially leading to a broader transformation in how animation is produced and consumed globally.
