ITV commissions second series of Boomerang’s ‘What Would Your Kid Do?’

ITV commissions second series of Boomerang’s ‘What Would Your Kid Do?’


ITV has commissioned Cardiff based Boomerang, part of the Twofour Group, to produce a second, 7 x 60’ series of factual entertainment format, What Would Your Kid Do? for ITV, hosted by comedian Jason Manford. The order includes a 1 x 60’ Christmas special.

The launch of What Would Your Kid Do? attracted 3.9 million viewers and 18% share, smashing the ITV slot average and making it the best performing new factual entertainment show on ITV in almost a year. The show beat slot average by 2.8 share points and performed particularly well with children and attracted one of the channel’s biggest 16-34 audiences. The accompanying YouTube channel has acquired over 12 million views since the show launched earlier this year.

The show challenges parents to guess how their children will behave in a variety of classroom challenges and real-world activities. Uniquely merging an entertaining gameshow mechanic with specialist factual child development psychology, the series will explore everything from empathy to lateral thinking, risk taking to rule breaking. In studio, Manford observes alongside the parents as they try to predict what their child will do in each new situation, providing a fascinating, heart-warming, and often hilariously surprising insight into the minds of children.

Jason Manford said: “I’m over the moon that What Would You Kid Do? is going again. It was such a pleasure to film a family show that was so warm and funny. I can’t wait to see what happens in series 2!”

Satmohan Panesar,  Factual Entertainment Commissioning Editor, ITV, said “It’s always a big challenge launching a new format on ITV and we’re thrilled that viewers enjoyed the series. With the show’s mix of exquisitely charming children and insight into child development, we’re looking forward to what Jason and the team have in store for us when we return.”

Matt Pritchard, Managing Director, Boomerang, added:“After a successful first run, we are delighted to be working with ITV and Jason again on a series that is as constantly surprising and entertaining to make as it is to watch.”

The series is executive produced by Matt Pritchard. The series is commissioned for ITV by Satmohan Panesar and Sue Murphy, Head of Factual Entertainment.

The series is represented internationally by Twofour Rights, and will form part of this year’s sale of finished tapes and formats at MIP TV.