Cricket Australia has announced an exciting collaboration with Xentrix Studios Australia to create Snick and Willow, a first-of-its-kind 3D-animated cricket series aimed at inspiring young cricketers and promoting inclusivity in the sport.
The series, which will soon go into production, follows Snick, an Indian boy, and Willow, an Australian girl, as they embark on a global adventure to uncover cricket artefacts and save their local club from developers. Blending adventure, mystery, and sportsmanship, the show is designed to resonate with children aged 5-12 and their families, aligning with Cricket Australia’s 2022-27 Strategic Priorities for youth engagement and diversity.
A Game-Changer for Junior Cricket
As the first-ever 3D cricket-themed animated series, Snick and Willow can potentially engage audiences in Australia, India, and worldwide. It comes at a pivotal time, with the 2025 ICC Cricket World Cup approaching, promising to boost interest and participation in junior cricket.
Richard Ostroff, Head of Broadcast and Production at Cricket Australia, praised the initiative, saying:
“Snick and Willow is one of the most exciting content initiatives we’ve come across in a long time. It has enormous potential to engage kids in Australia, India and right around the world who love the game, and those who aren’t yet cricket fans.”
“The creativity of the storytelling, wonderful characters and production values are first-class. We can’t wait for audiences to see it,” he added.
Ken Cantrill, Head of Creative at Xentrix Studios Australia, echoed this enthusiasm:
“We are honoured to partner with Cricket Australia to bring Snick and Willow to life. This initiative is more than entertainment—it’s a movement to grow junior cricket and celebrate the sport’s unifying spirit.”
The project has also received government backing, with Michelle Wade, Victorian Commissioner to South Asia, highlighting its significance:
“The Victorian Government is proud to support the Xentrix Studios team for the Snick & Willow project that will not only inspire the next generation of cricket fans, but also a great example of the strong relationship between India and Victoria’s creative industries.”
Cricket Australia’s Partnership & Future Plans
Under a binding commercial partnership agreement, Cricket Australia will support the promotion and distribution of Snick and Willow through its digital platforms, social media, and broadcaster partnerships. The series will also be featured at Woolworths Cricket Blast events, allowing young cricketers to engage with the show’s themes.
Additionally, Cricket Australia will facilitate endorsement deals with players, explore merchandise opportunities, and introduce the show to commercial partners, expanding its impact across multiple platforms.
With its engaging storyline, diverse characters, and strong backing from Cricket Australia, Snick and Willow is set to become a landmark animated series that brings the excitement of cricket to new generations of fans.
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