Serious Kids acquires Gold Wala’s What’s In Your Bag?

Industry News  |  19 June 2023

The leading kids distribution company has signed a worldwide deal with independent and award-winning production company Gold Wala for their new pre-school live-action show.

What’s In Your Bag?

The BBC Commission 30-part series is a brand new format based on Gold Wala’s original production What’s On Your Head?, which was awarded the Japan Prize for Best Work in the Pre-School category in 2021. Serious Kids has acquired the rights to both series which are narrated by Nadiya Hussain (The Great British Bake Off) with music by legendary music duo Basement Jaxx, as well as, rights to both the original formats. What’s In Your Bag? premiered on CBeebies in April this year becoming the highest-rated live-action series the week of launch.

What’s In Your Bag? and What’s On Your Head? feature diverse people sharing their amazing jobs, cultures and hobbies with young kids, allowing them to explore the skills and meaning behind their vocations, see them in action and try them out. From gymnastic ribbons to bagpipes, DJ decks to shofars – the series is a new way for young children to understand the range of possibilities in life and to celebrate diversity.    

What’s In Your Bag?

This is the type of aspirational, mind-expanding show I would have loved as a young child, and was sadly only offered two possible future roles at school from a small card index. I won’t tell you which ones!

Genevieve Dexter, CEO of Serious Kids

We couldn’t be more thrilled to be working with Serious Kids to help bring What’s In Your Bag? and What’s On Your Head? to an even wider audience of curious little learners. This show is one of the most creatively rewarding, culturally positive and laugh out loud funny projects that the team at Gold Wala has created. We know that kids around the world are going to love it!

Faraz Osman, CEO of Gold Wala