Roberto Pumar, CEO & Pablo Lacroix, digital director of El Reino Infantil: Experiencing a relevant moment with great expectations of growth
The production house El Reino Infantil launched over ten years ago on YouTube and with millions of subscribers worldwide, has a clear short-term goal: to enter the US. Roberto Pumar, CEO of Leader Entertainment Group, creator of the network, said at Content Americas that to do so, they are producing some content in English.
“We were born thinking digital on a gigantic platform like YouTube, where we had a large audience and worked for many years to make it the largest audience possible. Thus, step by step, in over ten years, we became the #1 channel in Spanish and #13 in all languages in volume of views, which fills us with pride,” explained Pumar.
He highlighted they took advantage of the data provided by YouTube to understand what kids liked, which allowed them to make a deep content purification and begin a new stage in which they entered pay TV channels and AVOD and SVOD platforms.
“We know that each platform has its audience, and wherever there is a child, we want to be there, whether the platform is large, medium, or small. We understand fully children’s development and the music they like, which is why properties such as La Vaca Lola, Bartolito, or Percherón, all characters from one of our strongest IPs La Granja de Zenón, are so successful,” he said.
Today, their content is available on platforms such as Pluto TV, Roku, ViX, and Amazon Prime, where they have been very successful with high levels of viewing time. Pumar mentioned the case of the RTVE children’s channel Clan, which opted for content developed for digital and today garners a significant audience in the slot and seeks to expand programming with their IPs.
Their content is also on channels in Central America and the US Hispanic, to which they provide a partnership proposal for the development of merchandising and live shows. “We can generate interesting businesses for television stations,” Pumar said.
They currently have more than 900 merchandising products: sheets, towels, toys, and baby bottles, among others. “This move has made us a reference for digital production companies; we understand that we have a great opportunity to play in the big leagues, and we are preparing for this,” said Pumar.
NEW TERRITORIES
The contents of El Reino Infantil are available in over ten languages, and the latest was Indi, with the launch of its new channel on YouTube.
“We are experiencing a relevant moment with great expectations of growth. We are a company that reinvests and develops with our capital, which is unusual in this industry and is a source of pride for all who are part of it.”
Pablo Lacroix, digital director of El Reino Infantil, mentioned two new properties they are developing, Wadoo and Pili Pilota, planned for a global launch. Currently, they are looking for production, distribution, and business development partners on a global level.
