Pablo Lacroix: "We want to expand our business on a larger scale"

El Reino Infantil network has over 225 million subscribers on YouTube, including the most-viewed Spanish channel in the world, with 60 million subscribers. Its popular IPs like "La Granja de Zenón" and "Bichi Kids" are globally well-known. Pablo Lacroix, Digital Director at El Reino Infantil, spoke with Señal News and described the strategy that enabled the company to be a referent in the kids' content industry.

How would you describe the company's business strategy to expand its global footprint?
"Our objective is to expand our business on a larger scale, seeking to grow through new business opportunities. El Reino Infantil is expanding in the United States, Spain, and Europe in general, plus Latin America, because we offer a catalog available in ten languages. That offer features iconic series like 'Zenon the Farmer,' 'Bichikids,' 'Zoo Songs,' and 'Super Gero,' our live-action show. We have partnered with Roku and Kidoodle in the United States and Pluto TV in Spain and the United States. In Spain, we distribute our content on public broadcasters like RTVE's Clan TV, and we launched "El Gran Baile en la Granja" on Kinepolis theaters, one of the most important film companies in the region. In November, we will premiere a spin-off in co-production with Warner Bros. Discovery, 'Bartolito, una Aventura Emplumada,' for HBO Max Spain. Growth in these main markets is part of our strategy, further expanding the internationalization of El Reino Infantil."

El Reino Infantil developed new content for flag-ship IPs "La Granja de Zenón" and "Bichi Kids." How would you define these new launches?
"'La Granja de Zenón' and 'Bichikids' are two of our most iconic and popular IPs, with enormous potential due to their growth in the United States, Canada, Australia, UK, and Latin America, with a huge focus on Mexico and Brazil. The shows are also popular in Spain and the rest of the world, with the new launch in India. We handle ten language versions for these properties. We are working on music and more storytelling on the development of the characters, with themes linked to the universe of each IP. We increased the volume and production quality for these IPs because we understand that investment in content will allow us to increase audiences, opening the way to greater opportunities in strategic markets and new businesses. All expansion efforts aim to leverage our business and consumer products to continue working on audience monetization."

Are you developing new IPs?
"Yes, 'Pili Pilota' and 'Wadoo' are the two new IPs owned by El Reino Infantil. We offer those titles to find new business opportunities with strategic partners distributing content in consolidated markets. 'Pili Pilota' shows a girl with an adventurous spirit who discovers a wonderful world when she visits her grandfather, a former aviator. Inspired by his stories and objects from past adventures, Pili embarks on imaginative journeys with her toys that magically come to life. 'Wadoo' is an energetic little dragon who leads a group of extraordinary friends on exciting adventures of self-discovery and teamwork to explore the wild."

What is your acquisition strategy to increment your content catalog?
"Alliances with partners such as PGS Company for the distribution of 'Momonsters,' or Mediatoon for 'Garfield' and 'Lingokids' allowed us to build audiences in our channels' universe. More than 25 third-party IPs are part of our network because we have multilingual channels that ensure audiences can access the content they love in their preferred language. Additionally, as part of the expansion strategy, we are launching our Hindi channel with key regional partners."

By Romina Rodriguez