For Jeff Timmons · Executive Producer

Glimmer Wish: 90-Day Swarm Plan

A Digital Animal plan to turn a retail-proven kids' clean-beauty brand into a social-first franchise, targeting moms of young kids. Producer-review draft, sent for your thoughts before we build a client-facing version.

📝 Draft for your review 🎯 Moms of kids 3-9 ⏱ 90-day validation beta 🔁 Then a long-term partnership 🎬 Includes AI pilot
The Deal at a Glance

What we're proposing to run

Digital Animal operates a 90-day swarm, a coordinated fleet of specialized AI agents orchestrated by TsunamiOS, that produces and distributes daily Glimmer Wish character content across every platform, anchored by an AI-animated pilot, built to grow an owned audience, surface a sales-lift signal, and identify breakout characters. This is the exact "90-Day Beta" the strategy deck asks for, executed as an AI-native operation rather than a traditional studio. Digital Animal runs it, not just builds it.

Client price (you quote)
$50-75K
What Glimmer Wish pays
Digital Animal delivers for
$35-45K
Full 90-day scope, incl. AI animation
Then
Partnership
Long-term, shaped together
Anchored by
The pilot
"Holly's Brave Journey"
The strategic bet. Glimmer Wish is not a startup gamble. It's a Shark-Tank-backed, Ulta-stocked, ~$1M+/yr brand with a teenage-founder story that moms already trust. What it lacks is character IP presence: Glimmer and Wish barely exist as social characters yet. That gap is the entire opportunity. We're not building an audience from zero; we're converting an existing product following and a proven trust story into a franchise audience.

Validate

Answer the deck's three questions: Can we build an audience? Can we see a sales-lift signal? Can we identify breakout characters? Success is a validated model, not 90-day profitability.

Build the asset

The real deliverable is an owned audience, IP, customer data, and character equity that raises Glimmer Wish's enterprise value, not just views.

Build the partnership

The beta is the on-ramp. Digital Animal is the agency of record. We don't just build the swarm, we run the platform day-to-day, and the entry price is set to open a long-term partnership: ongoing retainer, scaled production, and a share of the upside.

Deep Dive

Who these guys actually are

Before pricing a plan, we pressure-tested the deck against public reality. Glimmer Wish is far more established than the "internal strategy draft" tone suggests, which materially de-risks the engagement and strengthens our pricing position.

The brand Retail-proven

  • Glimmer Wish: clean, non-toxic, "clean & fun" hair & body care for kids. Vegan, paraben/PEG-free, dermatologist-tested. Unicorn & Mermaid themed collections; product cost ~$4, retails ~$22.
  • Revenue: ~$1.0M yr 1, ~$1.1M yr 2, ~$1.5M projected. (A 2024 loss of ~$185K reflects growth investment.)
  • Retail footprint: Ulta Beauty (online, ~33 SKUs), SalonCentric, Bristol Farms, and wholesale via Faire. Already a shelf brand, not a concept.
  • Shark Tank (Season 17): closed $200K for 15% (7.5% each) + $1/unit royalty from Lori Greiner & Kendra Scott, a national credibility and PR moment we can ride.

The people Credible operators

  • Sydney Myers, Founder (16; started at 10). The teen-founder origin story is the single most valuable mom-trust asset the brand owns.
  • Byron Myers, Father & CEO; co-founder of Inogen (public medical-device company). Real operating and exit experience means a decisive, well-capitalized client.
  • Tiffany Myers, Mother; brand/product and the "clean" origin motivation.
  • You, the Executive Producer: franchise strategy and distribution. The 98 Degrees frontman turned entertainment entrepreneur, bringing the media reach, partnerships, and relationship that make this deal happen.
  • Josh Skinner, Creator / story development / world-building for the Shimmer Lands universe.

The gap we fill The whole opportunity

Product following

@glimmerwishofficial exists on TikTok, Instagram, and Threads with an engaged but modest, product-led audience (below the deck's 25K-100K target band). Content today sells shampoo; it doesn't build characters.

Near-zero character IP

Glimmer (mermaid) and Wish (unicorn) have a bible, locations (Dream Bridge, Wishing Well, Mirror Waterfalls…) and a pilot concept, but almost no living social presence. This is greenfield we can own fast.

Commerce rails ready

Shopify, Amazon, Ulta, TikTok Shop and an email list already exist. We don't have to build the store; we plug content into working checkout, so "sales lift" is actually measurable.

Target Audience

Families, but the buyer is Mom

The child is the end user and the delight engine; the mother is the gatekeeper, wallet, and algorithm we actually optimize for. Every piece of content is engineered to do one of two jobs: delight the kid (pester-power plus retention) or earn Mom's trust (safety and values that lead to purchase). This dual-audience discipline is the core of the plan.

Primary: "Clean-Conscious Mom"

28-42, Millennial/Gen-Z mom of kids 3-9 (esp. girls 4-8). Screen-time-anxious, ingredient-label reader, values "clean/safe/positive." Shops Ulta, Amazon, TikTok Shop. Lives on Instagram Reels, Facebook mom groups, Pinterest, watches TikTok.

Hooks: "finally clean," teen-founder story, emotional-wellness messaging, a calm and kind alternative to chaotic kids' content.

End user: "Sparkle Kid"

Girls ~4-8 who love mermaids, unicorns, magic, songs, and characters. Discovers via YouTube Kids, YouTube Shorts, TikTok (on a parent's device). Drives repeat viewing, character attachment, and "I want the Glimmer one" at the shelf.

Hooks: character songs, "which character are you," mini-adventures, catchphrases, collectible characters.

Secondary: "Gift Grownups"

Grandparents, aunts, and family friends buying birthday and holiday gifts. Reached via Pinterest, Facebook, Amazon. Respond to "safe, meaningful, screen-free-adjacent" gifting and bundle/collection messaging.

Hooks: gift guides, collection sets, "a gift that teaches kindness and courage."

Why moms, not kids, are the optimization target: platforms don't let you ad-target under-13s, kid accounts can't transact, and COPPA restricts data on children. So we grow via parent-held feeds and family content, convert in mom environments, and use kid-delight purely as the retention and advocacy flywheel. This is both the compliant path and the higher-converting one.

Strategy

The thesis in one line

Atomize a small number of well-crafted character stories into a daily, omni-platform swarm that delights kids and reassures moms, then wire every asset to a working checkout so the audience we build is measurable, owned, and franchise-grade.

Build once
One hero story becomes script, art, animation, voice, and song.
Publish everywhere
Atomized to TikTok, Reels, Shorts, YT Kids, Pinterest, FB, email, and Shop.
Listen daily
Analytics agent detects breakouts; story agent doubles down.
Convert always
Every piece supports audience, community, or revenue growth.

The three growth loops (from their deck, operationalized)

LoopWhat content doesHow the swarm executes it
Audience growthCharacter Moments and trends pull in new followersTrend-scout, story, and editor agents ship 5-7 short hooks/wk/platform
Community growthInteractive content turns viewers into fans and advocatesCommunity agent runs polls, quizzes, and replies in mom-safe voice; captures email
Revenue growthCommerce content turns emotional attachment into purchaseCommerce agent ties characters to SKUs, unique codes, TikTok Shop, and landing pages

Their own flywheel: content leads to followers, followers to fans, fans to customers, customers to advocates, and advocates to more franchise value. We are the engine that spins it.

The Swarm · TsunamiOS

A 12-agent content operation with humans on the gates

"Swarm" means a fleet of specialized AI agents, each owning one lane, orchestrated by TsunamiOS so a single Digital Animal pod out-produces a traditional studio. Humans stay in the loop where it matters: brand safety, creative direction, and hero animation craft.

🔭
1 · Trend Scout
Monitors kid/mom trends, sounds, and formats worth riding.
✍️
2 · Writers' Room
Episode beats, scripts, and dialogue from the Shimmer Lands bible.
🎨
3 · Character Art
On-model stills that keep Glimmer & Wish consistent.
🎬
4 · Animation
Motion clips & hero scenes, from the Digital Animal animation team.
🎙️
5 · Voice
Character voices & narration, consistent per character.
🎵
6 · Music
Character songs, theme, and hooks that lodge in kids' heads.
✂️
7 · Editor
Cuts to platform-native lengths & aspect ratios.
♻️
8 · Atomizer
Turns 1 story into 10+ assets (short, reel, pin, quote, email).
📤
9 · Publisher
Schedules & posts everywhere on cadence.
💬
10 · Community
Replies, DMs, and polls in the mom-safe brand voice.
🛍️
11 · Commerce
Product tie-ins, unique codes, shop links, landing pages.
📈
12 · Analytics
Daily performance plus breakout-character detection.

Tooling under each agent is Digital Animal's to run and swap as the stack evolves, deliberately left out here so we're never locked to a vendor and so the client is buying the outcome, not a software list.

The daily loop

Trend Scout→ Writers' Room→ Art · Animate · Voice · Music→ Edit & Atomize→ 🔒 Safety Gate→ Publish→ Community→ Analytics↺

Analytics feeds back into the Writers' Room: winners get sequels, losers get cut. This is how breakout characters surface by Day 60.

Human gate · Brand safety

Sydney and Tiffany Myers sign off on tone, claims, and child-appropriateness before anything publishes.

Human gate · Creative

Josh Skinner keeps story and world-building on-canon; approves character expansion.

Human lead · Animation

Our animation lead owns the pilot and hero animation quality; the swarm scales that craft, it doesn't replace it.

Operator · Digital Animal

A 2-3 person pod runs TsunamiOS, community, commerce, and reporting end-to-end.

Content Engine

What actually gets made, and how much

Realistic output from a "build once, atomize" model: roughly 30-40 hero pieces per month expanded into 200+ platform-native posts. Volume is deliberately gated by the safety review, so we publish what passes, and quality beats raw count for franchise-building.

EngineFormatLengthCadenceJob
Character MomentsTikTok / Reels / Shorts15-30s5-7×/wkGrowth
Mini AdventuresShorts / YouTube Kids30-90s2-3×/wkRetention
InteractivePolls, quizzes, "which character are you"n/a3-4×/wkCommunity
CommerceProduct tie-ins, unboxings, collections15-45s2-3×/wkSales
Mom-TrustFounder story, ingredients, UGC, reassurancevaried3-4×/wkTrust
Pilot + Hero drops"Holly's Brave Journey" + episodic hero1-3 minmilestonesFranchise anchor

Publish-everywhere map

Kid-delight: YouTube KidsYouTube ShortsTikTok

Mom-trust: InstagramFacebook groupsPinterestEmail

Commerce: TikTok ShopShopifyAmazonUlta co-marketing

The pilot: "Holly's Brave Journey"

A ~2-3 min AI-animated hero pilot (3 acts: The Call, then The Journey, then The Mirror) is the franchise anchor and the single highest-craft asset. Our animation lead drives it; it seeds every downstream atom (trailer, character intros, song, quote cards, "making-of" for moms) and becomes the proof-of-concept for licensing conversations.

The 90 Days

Phased, week-by-week reality

Week 0
Pre-Flight

Lock the foundation before spending a dollar on production.

  • Character & brand bible plus style guide (on-model Glimmer/Wish, voice, palette, tone).
  • Child-safety and claims protocol; approval workflow with Sydney and Tiffany; COPPA and "Made for Kids" setup.
  • Stand up the TsunamiOS swarm, channel accounts, TikTok Shop, UTM/attribution, and analytics baseline.
  • Confirm production scope; confirm ad-spend and product-gifting pass-throughs with the client.
Days 1-30
Foundation & Pilot

Goal: build the machine plus the pilot. This is development, not a growth month, so expect near-flat follower and view lines and set that expectation up front.

  • Produce & release "Holly's Brave Journey"; build the character voices and theme song.
  • Stand up and lightly seed all channels; begin Mom-Trust content leaning on the teen-founder and Shark Tank story. Heavy daily publishing and paid driving deliberately begins Day 31.
  • Wire commerce links, attribution, and email capture end-to-end so the driving window is measurable.

Exit checkpoint: pilot live · channels built and seeded (a few thousand followers, mostly migrated or PR-driven, not a growth claim) · attribution proven end-to-end · ready to drive.

Days 31-60
Scale & Signal

Goal: volume, virality, and the first breakout signals.

  • Add Mini Adventures and Interactive engines; ramp to full cadence across platforms.
  • Small paid amplification test on top performers; seed 8-15 mom and kid-family micro-creators (gifted plus small fees).
  • Analytics agent flags breakout characters and formats; double down on winners; first measurable sales-lift readout.

Exit checkpoint: ~10-20K net new followers · first verified viral signal · ~1.5K email leads · first sales-lift signal detected (not a revenue claim).

Days 61-90
Convert & Prove

Goal: convert the audience and prove the model.

  • Launch a character-led collection tie-in plus email nurture and a UGC engine; one "live moment" (creator event or launch drop).
  • Concentrate spend on proven winners; optimize the commerce funnel.
  • Deliver the Validation Report answering the three questions, plus a 6 and 12-month franchise roadmap.

Exit checkpoint: results landing in the Realistic range · breakout characters named · honest validation report plus a go/no-go and partnership scale plan on the table.

What We Commit To

We commit to deliver, run, and report

The honest way to sell this: we put our name to the work and the operation, not to guaranteed numbers we can't control. The algorithm decides what goes viral; we decide how well the machine is built, run, and measured. Framing the commitment this way protects the relationship, and nobody's chasing a number that was never ours to promise.

Deliver

The pilot "Holly's Brave Journey," the character bible, voices, song, and the full TsunamiOS content machine, built and shipped.

Run

The whole platform, daily: production, publishing, community, commerce content, and optimization across every channel. We operate it end-to-end.

Report

Weekly numbers, a monthly review, and a Day-90 validation report that honestly answers the three questions with the data behind it.

One expectation to set on the first call: the "90 days" is not 90 days of growth. Roughly the first 30 is development (pilot, bible, voices, song, machine build) with only light seeding. Real traffic-driving runs the back ~60 days. Any numbers we discuss are earned over that ~60-day window, from a near-zero character base.

Directional forecast only. Illustrative, not contractual. Over the ~60-day driving window (Days 31-90), net new unless noted.
MetricCautiousRealisticUpside
Net new followers (all platforms)10,00025,00050,000
Total views500K2M5M
Email leads captured1,0002,5004,000
Attributable purchases100250500
Breakout characters identified123

These are planning estimates to show the shape of a good outcome, and we manage toward "Realistic." They stay out of the contract. The deck's headline figures (100K / 10M / 5K / 500) are a theoretical ceiling, not a forecast.

The money conversation, said plainly: at ~$22 AOV, even the Realistic ~250 purchases works out to ~$5,500 of directly-attributable revenue across the driving window, a fraction of the fee. The beta does not pay for itself in 90 days, by design. What it buys is an asset: an owned audience, first-party leads, named breakout characters, and a pilot that unlocks retail lift, the ongoing partnership, and licensing later. The deck says it too: "Purpose: validate the model. Not profitability." Best to say this out loud early so nobody's expecting an ROAS story at Day 90.

Guardrails

Child-safety & brand compliance (non-negotiable)

Kids' content lives under real legal and platform rules. Building this in from Day 0 is both a credibility marker with the Myers family and the thing that keeps the accounts alive. This is a first-class workstream, not a footnote.

COPPA: no collection of data from under-13s; email capture and targeting happen only in parent-facing contexts.

YouTube "Made for Kids": correct designation (disables personalized ads and comments) on kid-directed content.

Platform age rules: TikTok and IG are 13+, so we run family/parent-operated brand accounts, never child accounts.

No behavioral ads to kids: paid amplification targets parents and adults only.

FTC disclosure: #ad and gifting disclosures on all creator and UGC partnerships.

AI-content labeling: comply with Meta, TikTok, and YouTube AI-generated content disclosure requirements.

Beauty claims: "clean / vegan / dermatologist-tested" only where substantiated; no drug or medical claims.

Likeness & rights: no real children without releases; commercial-tier licenses on all AI voice and music.

The safety gate

Every asset passes an automated checklist (claims, age-appropriateness, disclosure, AI-label) and a human sign-off from the Myers side before the Publisher agent releases it. Nothing skips the gate, including trend-jacks.

Positioning bonus: "emotional wellness for kids, made clean and safe" isn't just the product; it's our content governance story too. It's a selling point with moms, not just a constraint.
The Long Game

The beta is the start of a partnership, not a one-off

We don't want to be a vendor Glimmer Wish rents for 90 days; we want to be their franchise partner for the long run. That's why the upfront pricing is set deliberately to open the door, not to maximize a one-time invoice. During the beta, Digital Animal runs the entire content platform as their agency of record; where we go after that, we shape together based on what the numbers show.

Build vs. manage: both are us

The beta fee is not a one-time build. It buys build plus 90 days of full management: we run the daily loop, manage every channel, moderate community in the mom-safe voice, publish commerce content, and deliver weekly and monthly reporting. Glimmer Wish's team never touches a scheduler.

  • Own the platform: single accountable operator across TikTok, Instagram, YouTube (Kids and Shorts), Pinterest, Facebook, email, and TikTok Shop.
  • Own the swarm: TsunamiOS and the 12 agents run under our roof; the client licenses the output, we run the machine.
  • Own the reporting relationship: one dashboard, one monthly review, one point of accountability.

What "of record" means Terms

  • Exclusive on organic and paid social content operations for the Glimmer Wish franchise (they don't run a second shop or hire a parallel agency).
  • Client owns the IP and the audience: characters, accounts, list, and data are theirs; we operate them. (Critical for a family brand.)
  • Named contact of record for platforms, partners, and creator deals we broker.
  • Structured as a partnership: an ongoing commitment shaped together after the beta, with a fair off-ramp for both sides. Never a lock-in.

Where we go together after the beta

We're intentionally leaving the ongoing numbers open. Once the beta shows what's working, we sit down and design a long-term partnership, one where our incentives are tied to Glimmer Wish's growth rather than billed like a vendor. It could include any mix of:

An ongoing retainer

We keep running the platform month to month as the audience and franchise grow, the agency-of-record relationship continued.

A scaled production framework

As it works, we scale volume, characters, episodes, and channels under one framework built to grow with the brand.

A share of the upside

A stake in the residuals and/or product sales the content drives, so we win when the franchise wins, and we're genuinely in it together.

Shaped together, not dictated. The exact structure follows the results and reflects a real partnership rather than a fixed price list.

The point of the upfront price: it's an investment in the relationship. We're pricing the beta to prove the model and earn a long-term partnership with Glimmer Wish, one where we're aligned to the franchise's growth over years rather than a one-off fee. That's the conversation we'd want to open with them, and the reason the entry price is where it is.
The Deal

How the deal is structured

You quote Glimmer Wish $50-75K and keep the spread as your EP, franchise-strategy, and referral cut. Digital Animal delivers the full 90-day scope, including AI animation, for $35-45K. Here's how each scenario lays out, so you can see there's real room for your cut and a real budget to do the work well.

Line Lean Recommended Pick Premium
Client price (you quote Glimmer Wish)$50,000$60,000$75,000
Your cut (EP plus referral spread)$15,000$18,000$30,000
Digital Animal delivers for$35,000$42,000$45,000
· Animation (lead plus production)$9,000$12,000$14,000
· Production tooling & compute (90 days)$1,800$2,000$2,500
· Micro-creator / mom seeding$1,500$2,000$2,500
· Paid amplification seed test$1,000$1,500$2,000
Digital Animal delivery & operations$20,700$24,500$24,000

Ad spend beyond the seed test and product for gifting are client-funded pass-throughs, outside this scope. "Delivery & operations" is the working budget for the Digital Animal pod that actually runs the daily operation: strategy, swarm operation, community, analytics, and project management across the full 90 days.

Why animation carries real budget Recommended

Raw AI-tool cost for a 3-min short is trivially small (~$60-175 in compute). But that is not what we're paying for. We're paying for craft, consistency, and revision cycles: an on-model, emotionally resonant pilot plus 90 days of hero animation supervision that keeps Glimmer & Wish looking like themselves across hundreds of atoms.

Pilot: "Holly's Brave Journey" (~2-3 min hero)$5,000
90-day hero animation plus consistency supervision$7,000
Total (≈29% of the DA budget)$12,000

Scales up in the Premium scope; can flex down to $9K in Lean by reducing hero-clip volume. Respectful, above the market floor, and keeps our animation lead fully invested.

Cost-per-outcome (honest, Realistic case)

Against the $60K client price and the Realistic case (25K followers, 2M views, 2.5K leads, 250 purchases over the ~60-day drive):

Per follower
~$2.40
Per email lead
~$24
Per 1K views
~$30
Per purchase
~$240

Direct attributable revenue in the Realistic case is about 250 × $22 ≈ $5,500, roughly 9% of the client's cost. These are deliberately asset-acquisition costs, not performance CACs, and we present them that way. Payback comes later via retail lift, the ongoing partnership, and licensing, never from the 90-day purchase count. Say this before they do the math themselves.

Recommended terms

Structure DA's fee as 40% deposit / 30% at Day 30 / 30% at Day 60. The animation lead is paid 50% on pilot kickoff, 50% on pilot delivery, then monthly for hero production. Get the ad-spend and gifting pass-throughs agreed in writing at Pre-Flight so scope stays clean.

How We Stay Ahead

The variables we plan around

None of this is new to us. These are the moving parts of any kids-content launch, and each one already has a plan attached from Day 0.

Follower growth is variable

From a near-zero character base, 25-50K over the drive window is the honest range. How we handle it: ride the Shark Tank PR wave, the existing product following, and paid seeding behind proven winners.

Keeping characters on-model

AI generators can drift on faces and anatomy. How we handle it: a locked character bible, our animation lead supervising every hero asset, and reusable reference sets.

Clean sales attribution

The kids' path-to-purchase is offline-heavy (the Ulta shelf). How we handle it: unique codes, TikTok Shop, dedicated landing pages, and holdout comparison windows.

Safety pacing

The approval gate is deliberate friction, and we build for it. How we handle it: batch approvals, pre-approved templates, and a Myers-side turnaround SLA agreed up front.

Platform variance

Any single platform can run hot or cold. How we handle it: an omni-platform swarm means no single point of failure; we reallocate weekly to whatever's working.

Brand-voice alignment

It's a family brand with a teen founder, so tone matters. How we handle it: Sydney and Tiffany on the creative gate, Josh on canon, and a weekly review cadence.

Beyond 90 Days

What a win unlocks

6 months

  • Established community and repeat customers
  • Recognizable breakout characters
  • Measurable, sustained revenue lift

12 months

  • Licensing and publishing conversations
  • Merchandise and retail expansion (ride Ulta and Bristol Farms)
  • Media coverage and streaming discussions

The asset built

  • IP, audience, community
  • First-party customer data
  • Character, brand, and franchise equity
The repeatable play: a successful Glimmer Wish beta becomes a flagship case study, a repeatable "franchise-in-90-days" product for the next Shark-Tank-backed consumer brand with characters latent in its catalog. Your network is the natural distribution channel for that, which is where this becomes bigger than one deal.
Research Basis

Sources

Uploaded materials: Glimmer Wish: The Animated Series (Pitch Deck) and Glimmer Wish Strategy Draft v2.0 (client-provided).

Public research: