Female founders create ethical lifestyle brand promoting plant-power for kids of all ages
31st January 2023 - London, UK Investors take note; Veganuary isn’t over for these ambitious entrepreneurs! Co-founders Tina Newman and Lindsay Watson are launching the world’s first digital community dedicated to connecting global vegan brands with their fast-growing children’s audience.
Eating less meat is said to be one of the easiest ways to reduce carbon emissions. With over half of all Brits (58%) committed to or trying plant-based products the global vegan meat market alone is expected to be worth $ 8.3 billion USD by 2025.
Set up to solve the problem of kids and parents not being able to access vegan-inspired content the pair will capitalise on an opportunity to produce ethically crafted, age-appropriate, entertaining stories.
Their goal is to become the world’s first BCorp, SDG, and ESG-qualified children’s media company dedicated to promoting the philosophy of veganism through ‘edutainment’. The flagship platform will deliver high-quality resources in the form of a dedicated “Vivi and the Planet Protectors” App and YouTube channel. Set to host books, videos, games, licensed merchandise, consumer products, music, podcasts, celebrity coverage, data, networks, and live events they hope to contribute to one of the only markets that have continued to grow throughout the pandemic. They are excited to start Series A fundraising, seeking an investment of $2.5M and forecasting a 10x ROI of $25M by Year 5.
Peace in a Pod offers an alternative ‘ethical investment’ model to the traditional children’s licensing route aimed at reducing waste and decreasing greenhouse emissions. Competitor brands like Peppa Pig generate an average income of $90-100M-USD per year exporting to over 180 countries. Other YouTube-first companies like Moonbug have sold for $3B. With the vegan market quadrupling since 2016 the timing is just right to introduce characters Vivi (the Supervegan), Pax (the Planet Protector) and Lily (the Sea Saviour) to the world.
In 2019 Tina released her first book entitled “Vivi the Supervegan” attracting global attention and selling in over 13 countries with subsequent books sparking 50% year-on-year sales growth. As Britain’s No.1 best-selling, award-winning and celebrity-endorsed plant-powered children’s author she is seeking international partners to support book sales and distribution.
The company has attracted interest from the Greater London Authority’s “Green New Deal” and is delighted to announce its participation in the “Better Futures +” programme, the Mayor of London’s flagship project for early-stage cleantech companies.
“We are looking forward to working with the partners involved in this programme; Sustainable Ventures, Imperial College, ICON, and West London Business,” says CEO Lindsay Watson.
“Drawn together by our shared ethical values and ‘passion for compassion’ it’s a joy for us to try and make the world a better place for future generations,” says CCO Tina Newman.
Tina has garnered fantastic support from vegan celebrities including Jasmine Harman (A Place in the Sun) and Evanna Lynch (Activist and Actress from Harry Potter) who says:
"I loved this story and Vivi's mission to be a fierce protector of animals! Her story reminds us that compassion is a true superpower and that we each have the capacity to be real-life heroes to the animals who desperately need us to care more. Vivi's idealism and the charming illustrations reflect a harmony between people and animals that I dream about!"
The award-winning team of global vegan and veggie creatives includes female-owned animation studios, an Emmy-nominated comedy writer, a Vegan Society Educational Expert and possibly the world’s first “Vegan Technical Officer (VTO).
If you’re interested in driving the change you want to see in the world, get in touch!
Peace in a Pod Productions Ltd. is a multimedia research, development, production, technology, marketing, and sales company that exploits IP (trademarked characters, stories, and content) for distribution to the global kids and family entertainment market. It is the parent company of “Vivi and the Planet Protectors”.
CEO Lindsay Watson is a Canadian, British and Irish citizen based between UK and Europe; an IP, Media & Entertainment Executive with fifteen years experience in the kids and family content sector. Focused on developing and producing female-led, diverse and inclusive content, this is her third venture after founding CANUK Productions and Animated Women UK. She has also held senior leadership positions at award-winning companies and worked with channels including Disney, Family Channel, Channel5/Viacom, NBCUniversal and Sky Kids. With an MA in Professional Media Practice from Bournemouth University she is a published academic and guest speaker in the areas of girls’ animation and media finance. As a graduate of the Diversity Venture Capital course and a BAFTA-Albert eco-certified member of the UK’s Producers Alliance she is passionate about working with under-represented groups on eco projects to ‘be it’ so she can ‘see it’!
CCO Tina Newman is the creator of the “Vivi the Supervegan” brand. Her books are endorsed by Vegan Trader and Vegan Founded networks and in 2022 Tina was the recipient of the Vegan Choice Award. She is an ambassador for the Animal Justice Project and has previously been a topical journalist for The Vegan Review. She has an HND in Stage & Screen with a background in media production, having worked with the BBC, Pinewood Studios and on numerous television commercials. With an interest in early childhood education, she is an expert contributor to The Vegan Society Educational Network and has helped develop “A Vegan Inclusive Education Resource - Supporting Veganism in Education: A Guide for Educators” which is available to educational settings across the UK. With a passion for inspiring and supporting others, Tina has launched and led local community groups. She is a super-mom and believes anything is possible if you put your mind to it!
For more information please visit:
Illustrations: Luke Ives
Photos: Garry Carbon - Carbon Productions Ltd.
© Peace in a Pod Productions Ltd. 2023
Tina Newman - Mum of 2 and author of the children's book series Vivi the Supervegan; fighting for more compassion and peace in this world.