In this episode of Screen & Sponsor, Olivia speak's with Sheila Holman, head of marketing at the U.S. Postal Service, and Brendan Gaul, president of Traverse32, about the revival of the classic USPS character Mr. Zip in a new animated children’s series.Sheila explains why now was the right time to reintroduce Mr. Zip and how USPS is reaching preschool audiences on YouTube through a partnership with Moonbug Entertainment, the studio behind Blippi and Cocomelon. Brendan shares how the project fits into USPS’s broader branded entertainment strategy—including the Dear Santa franchise—and why narrative storytelling can sometimes drive deeper engagement than traditional ads.We cover:How Mr. Zip was reinvented for today’s audiences with new sidekicks B. Franklin and FarleyWhy USPS sees branded entertainment as a complement to traditional advertisingThe role of measurement and KPIs in long-form brand storytellingHow USPS plans to expand Mr. Zip into books, licensing, and other revenue streamsWhy consistency in children’s programming matters, and what shows like Bluey and Scooby-Doo can teach marketersSubscribe & connectSubscribe to the Screen & Sponsor Substack newsletter for weekly insights, behind-the-scenes takeaways, and curated examples from brand-funded entertainment.oliviamorley.substack.comHave a story to pitch or want to collaborate? Email Olivia at [email protected] FusionFront Media on LinkedIn for updates

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