Skip to content



Oct 14, 2022

The Orchard today announced Magic Star will become its official global division of children
and family entertainment. Under the new partnership, Magic Star’s roster of children’s brands
will have access to The Orchard’s full suite of artist and label services and global distribution network.

Originally launched in 2019 by Sony Music Entertainment UK, Magic Star developed music and strategy
for celebrated family brands L.O.L. Surprise!, The Rainbow Collections, YolanDa Brown, and more.
Will Speer will spearhead the new division as Managing Director, reporting to Prashant Bahadur,
Executive Vice President and Head of Strategy at The Orchard. Magic Star will remain in London.
The new division will expand upon The Orchard’s current children’s roster, which includes The Wiggles,
The Kiboomers, Rockabye Baby, and Kidsongs to create a robust, expanded global pipeline. Magic
Star will work closely with The Orchard to develop strategy across family entertainment and support new
music releases.

“We are thrilled that Magic Star has joined The Orchard. Our expertise in the kids and family music
space coupled with the existing global infrastructure and leading technology of The Orchard will lend
itself to how we work with our artists and brands. We are looking forward to working with the labels
currently within The Orchard as well as developing new partnerships,” said Speer.

“The Magic Star team has helped build timeless children’s brands that resonate with audiences,” said
Prashant Bahadur EVP, Head of Strategy, The Orchard. “With the new division under The Orchard,
we will continue to build upon the ideas of education, culture, and digital and social tools to reach
children and families on a global scale.”

Magic Star has amassed vast knowledge of the family content marketplace. The brand’s approach to
music release strategies lies within the four pillars of discovery when it comes to kids: educational,
digital, social, and cultural. This offers brands unparalleled expertise in tailored marketing campaigns for
both audio and visual content which specifically target the family audience.

Speer continues, “Kids and family audio consumption grew tremendously during the pandemic. Magic
Star understands that the streaming behavior of children is very different from that of adults. We have a
deep knowledge of how families spend their time as well as how, when, and why they interact with audio


About Magic Star:
Magic Star is the Global Division of children’s and family entertainment at The Orchard. Launched in
October 2019 as part of Sony Music Entertainment UK, Magic Star is dedicated to children’s audio and
audiovisual content from pop music and spoken word to live events for the whole family. Magic Star’s
partner offerings include music engagement & marketing strategy, video creation, distribution, brand
partnerships, spoken word production and press/publicity campaigns.