Why Sandbox acquired PlayKids

A foothold in LatAm's kids market, complimentary offerings and a chance to get into books motivated the acquisition, says Sandbox's Bhav Singh.
February 2, 2022

London-based Sandbox & Co has acquired Brazilian edtech company PlayKids to expand its video-on-demand services, book offerings and reach in the LatAm market.

PlayKids (pictured left) owns VOD platforms and apps aimed at preschoolers, including PlayKids – Cartoons and games and PlayKids Stories: Learn ABC, as well as a book subscription service called Leiturinha (pictured, right). Together, these offerings reach more than four million monthly users in LatAm, Sandbox CEO Bhav Singh tells Kidscreen. Access to such a large audience—along with PlayKids’s complimentary lineup of videos, games and books—will help Sandbox “super-serve” preschoolers by tackling every topic they want to learn about, Singh says.

LatAm is a largely Spanish-speaking kids market characterized by high levels of digital consumption, making it a very appealing region to break into, says Singh. Sandbox is translating its content into Spanish now in order to start taking advantage of PlayKids’s existing presence in the region.

PlayKids parentco Movile will invest in Sandbox as part of the acquisition, and PlayKids is going to operate as a separate business under the Sandbox umbrella. The financial details of the acquisition were not disclosed.

Sandbox—which previously acquired educational video maker Edujoy and puzzle video game publisher Tellmewow—is aiming to bring together the minds behind all 17 of its products in order to spark new products and innovations, Singh adds.

The company has also acquired preschool-skewing SVOD Hopster and coding company Code Kingdoms in recent years, and its next phase of its growth will stem from the brands learning from each other. This includes finding ways for Hopster to offer kids lessons on coding to build computational and logic skills, says Singh.

Looking forward, Sandbox is also exploring language learning, social-emotional learning and music learning, topics that aren’t covered as often by kids edtech services, he says.

“From tactile play to reading books, we want to hit every way that kids learn,” says Singh. “With PlayKids, we get to expand into LatAm, but it’s also a step towards our goal of delighting Millennial and Gen Z families through learning.”

About The Author
News editor for Kidscreen. Ryan covers tech, talent and general kids entertainment news, with a passion for kids rap content and video games. Have a story that's of interest to Kidscreen readers? Contact Ryan at



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