Swampy to swim offline for Disney

Disney alligator character hatched on mobile

Disney is taking “Where’s My Water?” upstream.

The popular mobile-gaming franchise is spinning off a short-form animated series that will live both online and on TV. Starring Swampy the Alligator, “Disney Where’s My Water? Presents: Swampy’s Underground Adventures” will be the first original program to bow on Disney’s channel partnership with YouTube, in addition to Disney.com, before moving to Disney Channel in November.

The offshoots make good on the conglom’s plan to use digital platforms as a low-cost way to incubate intellectual property and gain visibility in advance of being moved “upstream,” to use industry parlance for migrating content to more lucrative but riskier offline platforms.

Disney is supporting the launch with a “Water”-themed promotion across 175 Disney-branded stores.