Toca Boca’s biggest play yet

Even after surpassing 150 million downloads, Toca Boca CEO Björn Jeffery still had reason to be giddy this past fall. According to October App Annie metrics, the kids appmaker was the number-one paid mobile publisher in the world across all categories. The ranking capped off a year full of momentous changes for the Swedish firm, which was acquired by Canadian toymaker Spin Master in April.

“At Toca Boca, we treat our apps as digital toys, so ending up inside a toy company makes a lot of sense to us,” Jeffery says. “Spin Master has a strong presence in North America, which has been our focus for a long time. It will open a lot of doors for us going forward as we look to expand Toca Boca and move into other channels.” To Jeffery’s last point, the company has already made moves into the subscription-based video app space, with the soft launch of Toca TV in June, followed by a global rollout in 150 countries four months later. Aimed at kids ages five to nine, the app offers curated videos, original content and DIY recording tools reminiscent of Toca Boca’s playful digital games.

“So far, so good,” Jeffery says. “It’s all new for us, but this is a space we need to move to, in general. All kids apps are going towards subscription.” While Toca TV’s expansion remains a top priority, the company’s suite of 38 gaming apps show no signs of slowing down, with recent releases including Toca Life: Stable and Toca Life: Farm.

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