Kidscreen Summit 2025 culminates today its 2025 edition with very good results, reaffirming its role as a key event for the kids & teens industry. In a context of uncertainty due to AI and budget cuts, the event was strengthened, driven by the union of industry executives. Brunico's organization and mobile app facilitated networking. With about 1550 delegates, including buyers, producers and distributors, the presence of international delegations stood out.

Among the keynotes, “From theory to practice: applications of AI in the creation of children's content” made it clear that AI optimizes processes and reduces costs, but does not replace human creativity. In “AI and creativity”, Evan Baily said ‘AI is a powerful tool, but its integration will depend on the use made by creators without losing the human essence. Although it facilitates the materialization of ideas, it lacks the “humanity” of a real creator, which could make a difference in the industry’.

The “Toy Talk” panel emphasized that success in the toy industry depends on connecting with consumers and marketing strategies adapted to an evolving market. The importance of audience engagement and the relevance of brands in the lives of children and their parents was highlighted.

In “It Takes a Village,” the importance of licensing in transforming an IP into a sustainable franchise was emphasized. The impact of consumer fragmentation on Generation Alpha and the need for digital strategies to strengthen brands was discussed. Collaboration in licensing, trend identification and innovation were key highlights.

The Kidscreen Awards 2025 ceremony, hosted by Jessi Cruickshank, saw Nickelodeon triumph with 10 awards, beating BBC Studios (4), Disney Branded Television (4), Netflix (4) and Spin Master (2).

Announcement Highlights: Amuse Animation to distribute “La granja de Zenon” (El Reino Infantil) in China, managing its English version and producing one in Mandarin Chinese. WBD launched a global campaign for Tom and Jerry's 85th anniversary, with immersive products and events. Angela Santomero presented the “Make a Kids Show” masterclass for children's content creators. Cricket Media acquired children's streaming platform Sensical to expand its presence in the market. TF1 premiered the series Action Rabbits at the event.

What do the players say? Cristina Carrion, CEO of Dakiti Productions: ‘This year there is a spirit of acceptance and a search for new paths. I see more people betting on independent and publishing their own content’. Marie McCann, senior director children’s content at CBC Kids: ‘The market has changed since 2020. There are fewer buyers, but more collaboration between producers, distributors and commissioners. Small IPs can make a big impact if they connect with kids’.

Adrian Smith, global head at Iyuno: ‘The traditional business model is in transition. Multiple revenue streams are needed across diverse platforms such as YouTube, Roblox and VR’. Chris Rose, children’s content consultant at Creative Sprouts: ‘I see more collaboration and optimism. There is a focus on the 6-9 demographic, but few preschool IPs or for older audiences’.

Kidscreen Summit 2025 closes today with meetings and conferences until noon, followed by the “Closing Cocktail” on the terrace of the Marriot Marquis San Diego Marina. As seen in the corridors of the event, executives from Argentina, Brazil, USA, Canada, Spain, France, Italy, UK, Korea, Australia, among others, attended the event.

Francisco Ferreyra, from San Diego

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