Totoy Kids

What Totoy Kids does

Totoy Kids (legal entity Totoy Corp.) is a Brazilian-originated children's media company headquartered in São Paulo that produces original educational animated content for children ages 0-7 and their parents. Its core product portfolio comprises three animated series — José Totoy (3 seasons on YouTube, focused on healthy eating), Sara (adventures with three sisters and their grandmother), and Aprendendo e Cantando (musical learning) — developed in consultation with pediatricians, psychologists, and educators and distinguished by accessibility features such as Brazilian Sign Language (Libras) integration in musical content.

The company distributes content across a multi-platform footprint including YouTube, Spotify (audio stories and podcast), GOL Airlines in-flight entertainment, downloadable coloring activities, cultural institutions (Museu Catavento, Fábricas de Cultura), and since August 2025 a physical interactive theme park in the Grande ABC region of São Paulo. A theatrical feature film based on José Totoy is in development with Hollywood talent agency Gersh, announced May 2025. Totoy operates from three regional hubs (São Paulo, Miami, Madrid) and maintains localized websites in Portuguese, English, and Spanish.

Totoy Kids monetizes through a diversified but early-stage set of revenue streams: content licensing and royalties (notably GOL Airlines), branded merchandise (including backpacks), feature film production, and the new experiential park. Brand credibility is reinforced by high-profile non-revenue partnerships with UNICEF for vaccination, COVID-19, and #MusicaParaTodos campaigns (70M+ social reach) and collaborations with Brazilian physician Dr. Drauzio Varella. The company is privately held, with no disclosed funding rounds, revenue figures, or institutional investors.

Name

Totoy Kids

Legal name

Totoy Corp.

Website

https://totoycorp.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Totoy Kids is a Brazilian children's media company that produces original educational animated series (José Totoy, Sara, Aprendendo e Cantando) and audio stories distributed across YouTube, Spotify, GOL Airlines, and a new São Paulo theme park, serving children ages 0-7 and parents with healthy-eating and values-driven storytelling content.

Ownership category

akta.pro rank

Product category

Children's Educational Media

NAICS

Broadcasting and Content Providers (516), Amusement and Theme Parks (71311)

SIC

Services-Motion Picture & Video Tape Distribution (7822), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Children’s & Youth Educational Entertainment (Edutainment) (EDAGALAK)

akta.pro secondary industries

Kids & Preschool Animation Production (MPADACAJ), Kids & Family Curated Content Platforms (MPACAKAL), Children’s Activity & Practice Books (Workbooks, Puzzles, Handwriting) (EDAGAIAE)

Keywords

• Children's educational content
• Animated series production
• Educational storytelling media
• Kids entertainment licensing
• Audio stories podcast

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Content Licensing and Royalties: Licensing animated series to airlines (GOL), streaming platforms, and broadcasters.
2. Feature Film Production: Development and production of feature films including 'José Totoy' in partnership with Gersh agency.
3. Merchandise Sales: Sale of branded merchandise including backpacks and other children's products.
4. Experiential Parks and Events: Interactive theme parks and museum installations featuring branded characters and activities.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Totoy Kids creates and distributes original animated educational series (José Totoy, Sara, Aprendendo e Cantando), audio stories, printable activities, and interactive theme park experiences for children ages 0-7 and their families. The company also produces branded merchandise and licenses content to airlines, cultural institutions, and feature film distributors. Content focuses on healthy eating, environmental awareness, friendship, and accessibility, developed with pediatricians, psychologists, and educators.

Product overview

Totoy Kids is a global children's media company and leader in educational storytelling. The company operates a multi-platform content portfolio centered on animated series including 'José Totoy' (focused on healthy eating), 'Sara' (adventures with three sisters and grandmother), and 'Aprendendo e Cantando' (musical learning). Beyond video content, the portfolio includes audio stories/podcasts, printable coloring activities, and interactive theme park experiences. A feature film based on the José Totoy character has been announced. The content emphasizes educational themes including healthy eating, outdoor play, environmental awareness, and friendship, developed with input from specialists in psychology, scriptwriting, design, and music.

Differentiator

Problem solved

Functional benefit

Brands

• José Totoy: Animated series featuring the character José who learns about healthy eating and food education
• Sara
• Aprendendo e Cantando
• Audio Stories

Products and services

• José Totoy Animated Series Animated series about a young character who explores healthy eating and outdoor adventures with his animal friends, featuring themes of nutrition, friendship, and environmental awareness. Targeted at children ages 0-7 and their families.
• Sara Animated Series Animated series following three sisters and their grandmother (Vovó Nonna) as they experience adventures, discoveries, and fun through play and imagination. Targeted at children and families.
• Aprendendo e Cantando Musical Series Musical series that combines learning with singing, teaching children about healthy eating and other concepts through fun songs and interactive content. Includes Brazilian Sign Language (Libras) integration in selected videos. Targeted at children and families.
• José Totoy Audio Stories Original audio stories series featuring the award-winning José Totoy tales in audio format, available on Spotify and other podcast platforms for on-the-go listening. Targeted at children and families.
• Totoy Coloring Activities Downloadable and printable coloring activity pages featuring characters from the series, including José, Sara, Nina, Duda, Vovó, and other friends. Targeted at children and families for offline creative play.
• Parque Infantil José Totoy Interactive theme park experiences bringing children inside the José Totoy universe with physical activities, workshops, and character encounters. Targeted at families with young children.

Quantifiable outcome

• UNICEF partnership campaign reached 70+ million people through social media
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• UNICEFcoreStrategic or Co-development PartnerJosé Totoy is a UNICEF partner for vaccination campaigns. A major collaboration included the 'Vacina sim! Vacina agora!' (Yes to Vaccines!) campaign featuring a special film, educational booklets, and videos with Dr. Drauzio Varella. The #MusicaParaTodos campaign featured Brazilian cultural icons performing songs in Brazilian Sign Language (Libras), reaching 70+ million people on social media. Also partnered on COVID-19 prevention awareness content with special musical programming.
• GOL AirlinesflagshipChannel Partner/ Reseller/ DistributorExclusive partnership to feature José Totoy stories in all GOL airline flights. José 'flies' on GOL routes across Brazil, bringing joy and education to young travelers during flights.
• Gersh AgencyflagshipChannel Partner/ Reseller/ DistributorSigned with Gersh, a prominent talent and entertainment agency, to develop and produce the 'José Totoy' feature film. This represents the company's expansion into theatrical feature film distribution.
• Museu CataventocoreStrategic or Co-development PartnerBrought an immersive José Totoy experience to Museu Catavento in São Paulo. Attractions including 'Horta do José' (José's Garden) and 'Oficina de Bolhas de Sabão Gigantes' (Giant Soap Bubbles Workshop) taught children and adults about healthy eating, breaking museum visitation records.
• Fábricas de Cultura (São Paulo State Government)coreStrategic or Co-development PartnerFestival de Cinema do José (José's Film Festival) held at cultural centers across São Paulo state. These government-sponsored cultural factories offer diverse programming including dance, theater, music, circus, and visual arts, reaching thousands of children.
• Dr. Drauzio VarellaminorStrategic or Co-development PartnerCollaborated on UNICEF vaccination awareness campaign 'Vacina sim! Vacina agora!' with educational videos featuring the renowned Brazilian physician and health communicator.
• SicoobminorGTM or Marketing PartnerParticipated in APAE nutrition and oral health event organized by Sicoob, using José Totoy episodes as playful support for discussions with families about balanced eating and dental hygiene.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pinkfong: South Korean kids' educational content brand behind 'Baby Shark' with global YouTube reach, app distribution, and licensed consumer products. Comparable as a digital-born kids' brand that scaled globally through YouTube and expanded into merchandise and live experiences.
• BabyBus: Major children's educational content and app producer with a global YouTube footprint focused on early childhood learning. Comparable in edutainment positioning, multi-language distribution, and digital-first go-to-market targeting the 0–7 age group.
• CoComelon: Global preschool animated brand distributed primarily via YouTube with massive viewership and a Netflix series. Directly comparable as a digital-first kids' content franchise pursuing multi-format monetization (streaming, merchandise, theatrical).
• Mundo Bita: Brazilian kids' animated music and educational series distributed on YouTube and across digital platforms. Comparable in target audience (preschool), edutainment positioning, Brazilian origin, and YouTube-led GTM.
• Galinha Pintadinha: Brazilian children's animated content brand and one of the most-viewed kids' channels in Latin America. Directly comparable as a Portuguese-language animated franchise targeting the same 0–7 demographic with multi-platform distribution including YouTube and licensed merchandise.
• Masha and the Bear: Global animated kids' franchise originating outside the US with strong YouTube viewership, multi-season series, theatrical features, and licensing programs. Comparable as an internationally successful animated IP with multi-platform monetization including film.
• Turma da Mônica: Iconic Brazilian children's IP (Mauricio de Sousa) with animated content, theatrical films, licensed merchandise, and theme parks (Monica Park). Comparable as a Brazil-rooted kids' franchise pursuing animated series, films, parks, and consumer products.

Broad incumbents

• Disney Junior: Disney's preschool-targeted brand with animated series, theatrical features, and extensive merchandising. Comparable as a large incumbent competing for the same 0–7 audience and for institutional and licensing partners in Latin America.
• Discovery Kids: Established global kids' TV network with educational programming across Latin America. Comparable as a competing distribution channel for educational kids' content in the same Spanish/Portuguese-speaking markets where Totoy operates.
• Nickelodeon: Major global kids' media brand with animated and live-action series, feature films, consumer products, and theme parks. Comparable as the broader incumbent that competes for kids' screen time and parent wallet share across all of Totoy's monetization formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Jos%C3%A9TotoyOfficial
• Instagraminstagram.com/totoykids_brasil?igsh=NWF2enk2Z2Uxcm41
• Facebookfacebook.com/totoykidsfamily
• LinkedInlinkedin.com/company/totoykids

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Totoy Kids