Really beardy | The success story of Teddy Eddy
When Ingrid Hofer applied for the creative economy coaching C hoch 3 of the KAT of the WKÖ in cooperation with the Chamber of Commerce Vorarlberg and the designforum Vorarlberg in 2016, she brought a suitcase full of ideas: Children's songs to sing and dance, videos on the movement songs, a book of short stories and much more. But because implementing good ideas is no child's play, she looked for cooperation partners from the creative industries. Together they wrote the beary success story of Teddy Eddy.
© Adolf Bereuter
Teamwork for a Teddy
Teddy Eddy's adventures began in 2014, when Ingrid Hofer wrote down the stories of the little bear and his cheeky girlfriend Kim, which she told her children every evening. Soon after, the little bear had its own song and choreography, and illustrator Janet Hämmerle-Intemann gave the little animal its distinctive shape. The little bear received a Facebook page and became a YouTube star with a dance video. But at this point the project came to a halt. None of the publishers to whom Hofer had made the project appealing to wanted to implement it.
In this respect, the tip from a friend came in handy, who recommended creative industry coaching C hoch 3 to her. "C to the power of three is the best thing that could have happened to me," Ingrid Hofer remembers today. "Although I had already dealt with marketing beforehand, C hoch 3 coach Bernd Hilby suddenly confronted me with questions that I had never thought of in my dreams. What does the children's song market look like and are there any trends or who are really the ones who buy Teddy Eddy's products? On the basis of their answers, a team of creative people from different industries, who got to know each other during the creative industry coaching, then concentrated exclusively on the marketing for the bear project.
© Adolf Bereuter | Ingrid Hofer
Plush bear and other milestones
On the one hand, the team consisted of media designer Sarah Mistura, who convinced her that Teddy Eddy had to be visible to the children: "You absolutely need a stuffed animal. On the other hand, the film expert Michael Groß, who has meanwhile produced several dance videos to her songs. At the end of the day Ingrid Hofer had gained new perspectives, ideas and a lot of motivation. One of the insights she gained from her creative industry coaching was that cooperation is the key, "because as a one-person company it's easy to reach your own limits".
"The coaching days are perfect for getting feedback and answers, spinning ideas, developing them further or finished. Or to put them to rest immediately," says Ingrid Hofer. All at once, many things were to the point, she had the numbers under control and clear milestones that made further steps easier. She also learned about legal and economic aspects relevant to creative companies and had the opportunity to try out project management tools from which she now benefits in her day-to-day business.
Door opener to the creative industries
"C in 3 was my door opener," she says in retrospect. In the meantime, she has found other congenial partners beyond the cooperation project: musician Reinhard Franz is responsible for arrangements and CD production, tailor Barbara Huber designs cheerful bear shirts, and Nina Winkler from the Vorarlberg publishing house edition v made it possible for the story of Teddy Eddy to appear in book form in spring 2019. Hofer also describes the fact that every collaboration is based on a detailed and written agreement as a benefit of the creative industry coaching.
In November, Ingrid Hofer was awarded 1st place at the German Rock & Pop Award for her first children's song CD, the official Teddy Eddy dance video broke the 500,000 view barrier on YouTube and fans of the little bear are already looking forward to the book "The superhero fantastic adventures of Teddy Eddy and Kim". To be continued.