Toronto-based animation company and Playback‘s 2022 Kids Prodco of the Year Guru Studio has partnered with California-based Future Today to establish a dedicated free ad-supported TV (FAST) channel for its series True and the Rainbow Kingdom in the U.S.

The deal will see content from Guru’s flagship animated series stream on a channel across Future Today’s partnerships with major connected TV (CTV) and OTT platforms, according to a news release. The channel will launch later this year, according to a spokesperson for Guru Studio.

Based on the artwork of L.A. art collaboration FriendsWithYou, True and the Rainbow Kingdom is produced by Guru Studio and executive produced by artist Pharrell Williams. It follows titular character True as she aids the citizens of Rainbow City with her best friend Bartleby the cat.

The series has a toy line by United Smile and has been popular over four seasons on Netflix worldwide and on YouTube, where it’s amassed over one billion views. The show has also been a top performer on linear networks including CBC Kids in Canada, Tiny Pop in the U.K., Gloob in Brazil, and Clan TV in Spain, said the release.

True and the Rainbow Kingdom’s content and licensing sales are overseen by Guru Studio’s senior director of international sales Corey Caplan. The studio also recently announced the hiring of international sales and licensing manager Jennifer Oppenheimer to support the growth in demand. The series has reached many territories globally, with China and Turkey and the Balkans among the latest.

Guru Studio’s other children’s productions include PAW Patrol, Big Blue and most recently the Sesame Street animated spinoff, Mecha Builders. Future’s flagship channels Fawesome, HappyKids and iFood rank in the top free channels across nearly every OTT consumer platform, according to the release.