Operator Adlabs is to create an animated series built around its home-grown Imagica theme park IPs – Tubbby, Bow-Wow, Hippy, Roberto and Rajasaurus.

The stories will feature Imagica as part of a 13-hour first series aimed at India’s young children, which the firm is currently developing and will pitch to broadcasters and OTT platforms once it is ready.

"While TV channels are still popular with kids, OTT platforms are providing an alternative," said Raveendra Singh, AVP of strategy and marketing at Adlabs Imagica.

"The kind of penetration that Netflix, Amazon Prime Video and Hotstar have in terms of time spent on them will involve a lot of thinking and time for content owners to choose between TV or digital. We would be open to exploring that."

In 2014, Adlabs announced that the Tubby and Roberto characters were to make the jump to television. This latest move, however, with more characters and a full series will see the company look to create a developed narrative with a native advertising element to it.

"That's going to help us in the long run – in being part of someone’s life which is more important than just a single-time visitation," said Singh.

Earlier this month, Adlabs announced plans to develop a major Imagica theme park project in the new city of Amaravati in India.