An ensemble of young creatives is drawing on Ethiopia’s rich cultural heritage to produce animated musical series for children. Behager Lij Studio, a five-year-old advertising company is blending education and entertainment in a bid to introduce community values to a new generation of Ethiopian youth.
Dubbed Behagerlij Kids, the animated series introduces four endearing characters who were named through a public poll infusing cultural nuances that contour spirits of childhood in Ethiopia.
Kimem, the sweet and endearing soul; Abule, the sports enthusiast; Bitiqo, the creative and outgoing spirit; and Bochera, the foodie – debuted on the show’s first episode two weeks ago kindling fond memories for many.
Nahom Abiy, co-founder and general manager of Behager, relays how the characters were developed to embody universal Ethiopian childhood archetypes.
“These characters are like old friends, familiar and comforting,” he says.
Founded in 2019 with an initial capital of 250,000 birr, the studio has quickly established itself within Ethiopia’s animation sector, most notably through its partnership with Awaqi to produce uplifting and inspirational stories.
The studio has worked with organizations such as EBS TV, Nahoo TV, The British Council, Enat Bank, The Goethe Institute, iceAddis, and many more.
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