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Retail Industry Updates

A Whole New Experience


Imagine Kids+Family partners with Breyer Horses to develop a horse-themed live-action series.

Breyer is on a transformative journey to become the leading horse-inspired lifestyle brand through the intersection of products, experience and content. Imagine Entertainment’s Imagine Kids+Family division is helping Breyer achieve that mission by partnering to develop a horse-themed live-action series.

Imagine Entertainment principals Brian Grazer and Ron Howard launched the Kids+Family division in January 2019, bringing White Space Entertainment CEO Stephanie Sperber aboard as president. Sperber specializes in building and monetizing kids and family businesses, IP and franchises. She had previously spent close to 20 years at Universal overseeing the Minions franchise, among other global IP.

“Ron Howard and I were at Toy Fair last year, and we went to Breyer’s booth without any agenda,” Sperber remembers. “We met with Breyer CEO Tony Fleischmann, Executive Vice President of Brand and New Business Development Rick Rekedal, and VP of Marketing Stephanie Macejko, and Ron was captivated by the idea that they had a lock on the girls and horse audience. We walked out saying we have to do a show that brings that magic to life.”

While there are other “girls and horses” shows, Imagine Kids+Family, in partnership with Breyer, is creating a whole new experience that leverages Breyer’s consumer insights. “What the other shows don’t do is get into the drama the horses have. Research shows that girls want to know what the horses are thinking and to go through that same emotional journey with the horses that they do with the girls,” Sperber says.

Imagine Kids+Family brought on Ashley Avis, screenwriter and equestrian, who is currently the writer/director of the upcoming feature Black Beauty, to lead the project. The company recently partnered with a popular streaming platform for its new series, which it will announce later this month.

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