Global Toy News Insight
The North American arrival of Do Not Watch This Show is another strong example of how successful children’s publishing IP can evolve into a much larger entertainment franchise. 9 Story Media Group has licensed the animated comedy to Amazon Kids+, with the complete 12-episode first season launching September 3 in the U.S. and Canada and a 20-episode second season to follow. The series already has serious momentum: it became ABC iview’s biggest-ever launch for a new Children & Family program in Australia and generated 115 million minutes viewed during its first three months. Even more important from an IP perspective, it originates from Andy Lee’s Do Not Open This Book publishing franchise, which has sold more than four million copies and been translated into 35 languages.
For the toy and licensing business, that combination of proven publishing sales, strong streaming engagement and international expansion makes Do Not Watch This Show an IP worth watching. Its central character, Wizz, has a distinctive visual identity and a kid-friendly comedic personality that could translate naturally into plush, figures, games, collectibles and other consumer products. The move onto Amazon Kids+ also puts the property in front of North American families across Fire TV and Fire Tablets, potentially creating the audience recognition needed to support a broader licensing program. It’s another reminder that tomorrow’s toy properties may increasingly originate in books and digital entertainment before ever reaching the toy aisle.
Season 1 to debut exclusively on Amazon Kids+ in the U.S. and in Canada on September 3; Season 2 to follow
DUBLIN, Sept. 2, 2026 /PRNewswire/ — 9 Story Distribution International today announced a licensing agreement with Amazon Kids+ for the hit Australian animated comedy series Do Not Watch This Show, created by beloved Australian entertainer and bestselling children’s author Andy Lee. Kids+ will launch the complete 12-episode first season in the U.S. and Canada on September 3, 2026, marking the series’ highly anticipated North American debut. Season 2 (20 episodes) will premiere at a later date. It will be available to Amazon Kids+ subscribers on both Fire TV and Fire Tablets.
Based on Lee’s internationally successful Do Not Open This Book publishing phenomenon, which has sold more than four million copies and been translated into 35 languages, Do Not Watch This Show follows Wizz, a pompous blue monster who is desperate for audiences to stop watching. Convinced he should not be the star of a television series, Wizz goes to increasingly ridiculous lengths to sabotage every episode. Unfortunately for him, his efforts only make the show even more entertaining.
Since premiering in Australia on ABC (Australian Broadcast Corporation), the series has become a bona fide breakout hit with children and families. The show’s launch attracted an average audience of one million viewers across the network’s ABC Family and ABC iview in its first two weeks, making it the biggest launch of a new Children’s & Family program in the history of ABC iview. Season 1 also amassed 115 million minutes viewed within its first three months, helping secure a swift second-season renewal. The series continues to build international momentum and recently premiered on CBeebies in the UK, where Seasons 1 and 2 launched to British audiences this summer.
“We love the irreverent humor and silliness of Do Not Watch This Show, and can’t wait for families across the U.S. and Canada to watch it on Amazon Kids+. Sorry, Wizz,” said Josh Mandel, Sr. Executive, Development/Production for Amazon Kids+.
“From the moment Do Not Watch This Show premiered, audiences embraced its clever humor, cheeky spirit and truly original premise,” said Alix Wiseman, SVP Distribution and Acquisitions, 9 Story Distribution. “Andy Lee has created a standout comedy that resonates with kids and parents alike, and we’re delighted to partner with Amazon Kids+ to introduce Wizz and his wonderfully chaotic adventures to families across North America.”
Andy Lee, creator, executive producer and voice of Wizz, added: “I’ve spent years telling children not to open the book and not to watch the show, and unsurprisingly they’ve refused to listen. We’re thrilled to bring Wizz to audiences across the U.S. and Canada. He’ll be absolutely devastated to hear that even more people are about to ignore his instructions.”
Do Not Watch This Show is a Lee Bones Production for the ABC. Major production investment from Screen Australia and the ABC, in association with VicScreen. The series is directed by Leo Baker and features Andy Lee as the voice of Wizz alongside an acclaimed ensemble cast. 9 Story Distribution International represents worldwide distribution rights outside Australia and New Zealand.
About Amazon Kids+
The award-winning Amazon Kids+ is the only digital subscription for kids with thousands of books, games, videos, Alexa skills, and more. Amazon Kids+ is designed for kids ages 3-12 to safely learn, grow, and explore with educational and fun content. There is always something new for kids with original shows like Hello Kitty: Super Style!, Blippi’s Treehouse, and Angry Birds Mystery Island, as well as content from brands like Disney, Nickelodeon, PBS Kids, Marvel, Lego and more. Parents get peace of mind knowing all the entertainment on Amazon Kids+ is age-appropriate and ad-free, and they can further personalize their child’s experience with the special tools on Amazon’s Parent Dashboard. Kids and families can use Amazon Kids+ across compatible Echo, Fire tablet, Fire TV, and Kindle devices. For more information, visit amazon.com/amazonkidsplus.
About 9 Story Distribution International
9 Story Distribution International is the international distribution arm of 9 Story Media Group, a leading creator, producer and distributor of kids and family-focused intellectual property and part of the Scholastic portfolio. Recognized around the world for best-in-class brands including Daniel Tiger’s Neighborhood, Wild Kratts, Barney, Clifford the Big Red Dog and Garfield and Friends, 9 Story Distribution International represents more than 5,500 half-hours of animated and live-action programming seen on leading channels and platforms worldwide.
About Andy Lee
Andy Lee is one of Australia’s most beloved entertainers, best known as half of the iconic comedy duo Hamish & Andy, hosts of the country’s No. 1 Australian podcast on LISTNR. He also stars as host of Nine’s The Hundred, a hit panel show blending comedy and statistics. Beyond TV and radio, Andy is a celebrated children’s author with the globally best-selling Do Not Open This Book series. His latest venture, the animated adaptation Do Not Watch This Show, recently premiered on ABC to widespread acclaim.
