By Andy Marston, Sports Pundit
Australia Test cricket captain Pat Cummins is set to voice a character and serve as ambassador for a new animated kids’ series, Snick and Willow.
Created by Xentrix Studios Australia, the show follows two young cricket lovers, Snick from India and Willow from Australia, as they travel the world retrieving cricket artefacts and protecting their club.
Designed for children aged 5–12, the series blends sport, mystery, cultural exchange, and adventure while promoting teamwork, inclusion, and gender equality.
Cricket Australia has backed the project as part of its 2022–2027 strategy to boost youth engagement and support a more diverse cricketing community.
Why It Matters:
Cummins has said Willow’s character, an 11-year-old Aussie girl adjusting to life in India, could help “inspire young girls to fall in love with the sport.”
It’s important to remember that while cricket is competing for attention with other sports, it’s also, more importantly, competing with other forms of entertainment across YouTube, Roblox, Fortnite, etc. etc.
To grow the game among Gen Alpha, the cricket, and the wider sports industry, needs to speak in formats that kids understand and actually want to engage with.
Juventus has previously aimed to activate in this area, launching Team Jay. Following a successful run on YouTube, the second series was broadcast on NickJr and Nickelodeon in Italy from April 2025. Lancashire Cricket also previously launched Lanky & Friends, a three-part short animated series featuring the club’s celebrated mascot.
Leveraging Cummins for the show also creates a greater bridge between the two worlds, with kids perhaps recognising him or his voice when their interest transitions to the Australian cricket team or other cricket competitions such as the Big Bash and parents also perhaps taking a greater interest, too.
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