El Reino Infantil: a brand with a 360-degree strategy

In a 2025 marked by consolidation and strategic expansion, El Reino Infantil, the mult-network brand created by Roberto «Kuky» Pumar, continues to solidify its position as a leading player in digital entertainment for children. With a subscriber base of 260 million on YouTube, ranking it as the #1 Spanish-speaking children’s channel, the company is leading a diversification strategy that spans connected TV, consumer products, live shows, video games, and international alliances. Ylka Tapia, Head of Acquisitions and Agreements, detailed this in an interview with Prensario during the Premios Quirino 2025.

**Ylka Tapia**, head of acquisitions and partnerships

‘For us, the key word this year is “diversification”’, Tapia affirmed. ‘We have a massive audience that allows us to expand our intellectual properties across multiple verticals’. Among the main pillars of this strategy, she highlighted the recent launch of FAST channels across Ibero-America, designed to facilitate access to content in family environments beyond YouTube.

Additionally, El Reino Infantil has strengthened its consumer products and licensing division, aiming to create off-screen experiences. It has also relaunched its video game application with a new interface focused on «edutainment», including interactive activities with characters like Bartolito in a safe environment.

On the international front, Tapia underscored the importance of strategic partnerships with local allies for expansion into new languages. The company currently operates in 11 languages and recently launched its Turkish version. ‘Our content is very sensitive, which is why we need allies who respect the cultural and linguistic component in each territory’, she explained.

Regarding collaborations with creators, El Reino Infantil works with both established YouTubers looking to scale their brands globally and producers interested in developing digital properties from scratch. ‘We offer an ecosystem that allows for audience testing, content adaptation, and organic brand scaling’, she stated. Furthermore, their hybrid model allows content to be adapted to different formats, facilitating its entry into traditional television and even in-flight entertainment services on airlines like AirEuropa and LATAM Airlines.

Concerning the future of the industry, the executive highlighted two key aspects: the emergence of artificial intelligence and the shift in mindset regarding distribution models. While acknowledging that AI presents a challenge due to the proliferation of automatically generated content, she also sees an opportunity. ‘It shouldn’t be a threat, but rather a tool that empowers creators’ work’, she maintained.In a context where many buyers prioritize already established properties, El Reino Infantil positions itself as a strategic partner for scaling projects, building community, and adapting them to multiple platforms. ‘Digital first is not a trend; it’s a marathon’, she concluded.

Listing

La Granja de Zenón / Zenon´s Farm

Target: Preschool & Families – 9 Languages

Zenon’s Farm represents life in a simple and fun way; the country customs, the love for animals, and the good care of the earth.

Zenón’s Farm has over 70 million subscribers on YouTube.

Bichikids / Boogie Bugs

Target: Preschool & Families – 10 Languages

In this musical series, some little bugs suggest tasks, choreographies, and funny activities that match the rhythm of cheerful songs. The Bichikids are affectionate and restless. With their joyful songs and dance steps these contents stimulate motor coordination, reflexes and movement.

Canciones del Zoo / Zoo Songs

Target: Preschool & Families – 9 Languages

Canciones del Zoo takes place in a zoo where a man named Mario works as a vet there, he isn’t alone though as he is accompanied by his son Pedro, his niece Mía, and his nephew Teo as they like to play with all the other animals in the zoo.

Familia Blu/ Family Blu

The Blu Family Songs spread love and joy in each video. Along with colorful animations and beautiful melodies you will meet each member of the family.

Paco el Marinero/ Paco the Sailor

When Paco and his inseparable friend Luli are together, no one can’t stop them! As good sailors, they are always ready to dive into new adventures full of rhythm, dancing, fun and discoveries.

Pili Pilota (co-production project)

This preschool series centers around the vibrant and imaginative Pili, a young girl with boundless imagination and a heart full of adventure.

Wadoo (co-production project)

Wadoo is a groundbreaking series set in a magical world inhabited by adorable, mythological creatures attending a unique preschool. What sets this preschool apart is its focus on environmental stewardship

El Reino Infantil

+34 628598071

El Reino Infantil is a global entertainment brand that focuses on creating and distributing family-oriented content, leading the children’s segment as the #1 Spanish-speaking channel with over 260 million subscribers on YouTube.

El Reino Infantil has new opportunities available in multiple languages for content creators seeking to expand their global presence by distributing their content through our extensive network on YouTube. Additionally, we are open to co-productions.

Beyond its leadership in digital content, El Reino Infantil offers live experiences, musical shows in theatres, mobile applications, gaming and merchandise based on its beloved characters. The brand is also present on major streaming platforms such as Netflix, Max, and Amazon Prime.

As part of our ongoing growth strategy, El Reino Infantil is actively developing its own FAST channel, aligning with a broader Connected TV strategy to reach audiences across emerging digital television platforms.

In 2025, the brand will continue its expansion into the U.S., Latin American, and European markets, sharing stories and characters that promote universal values such as friendship, teamwork, environmental care, and living in harmony with nature.