Prokids

What Prokids does

Prokids (芝兰玉树) is a Beijing-based edutainment and lifestyle brand operator founded in May 2010 and publicly listed on China's National Equities Exchange and Quotations (NEEQ) under stock symbol 835785. The company employs 51-100 people and operates an integrated IP-driven business model anchored by its flagship character "Little Beaver Beva" (小河狸贝瓦). Prokids serves families with children, delivering educational entertainment content through omni-channel digital platforms that the company states reach over 200 million households worldwide annually. The company blends imaginative storytelling with what it describes as "innovative technologies" to extend its IP across multiple commercial formats.

The company's core products include the Beva Nursery Rhymes (贝瓦儿歌) content library, which the company reports has accumulated over 50 billion plays across 14 years spanning three generations of Chinese children, and the Little Beaver Beva animated series, which received a domestic animation distribution license in March 2019 enabling broadcast on educational television channels. Prokids maintains official brand presence on Chinese social platforms Xiaohongshu (小红书), Weibo (微博), and Douyin (抖音) for content distribution and community engagement. The broader product portfolio extends to content licensing and distribution, brand and IP licensing for partners, an IP incubation and investment arm collaborating with global artists, and forthcoming specialty retail operations.

Prokids generates revenue through a hybrid model combining licensing royalties (from the Beva IP ecosystem), content licensing and distribution, digital platform revenue with recurring/subscription characteristics, and planned retail product sales. The go-to-market motion is channel-partner led, leveraging self-operated digital platforms alongside strategic brand collaborations with licensing partners across products, spaces, co-branding, and live experiences. Leadership comprises CEO Wei Yang alongside co-founders Albert Moky (CTO) and Yuier Su. The company has raised approximately $10.5 million across disclosed funding rounds from investors including CITIC Securities, Beijing Zhidian Touzi, Founder Fubon Fund, and Sapphire Lake Investment.

Name

Prokids

Legal name

芝兰玉树 Prokids

Website

https://prokids.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Prokids (芝兰玉树) is a Beijing-based, NEEQ-listed edutainment brand operator that creates and licenses the Little Beaver Beva (小河狸贝瓦) children's IP. It distributes educational entertainment content across digital platforms reaching 200M+ households annually and monetizes via licensing, content distribution, and forthcoming specialty retail.

Ownership category

akta.pro rank

Product category

Children's Edutainment

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK)

Keywords

• Children edutainment
• IP licensing
• Digital content distribution
• Children's media
• Brand licensing

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Brand and IP Licensing: Licensing of proprietary IP characters (led by Little Beaver Beva) for products, spaces, co-branding and live experiences
2. Content Licensing and Distribution: Distribution of self-produced premium edutainment programs across platforms, consistently ranking among top performers
3. Digital Platform Revenue: Content delivery through omni-channel digital platforms reaching over 200 million households worldwide annually
4. Specialty Retail (Coming Soon): Self-operated and licensed product stores enhanced by social media-driven marketing strategies

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Prokids (芝兰玉树) is an edutainment and lifestyle brand operator that creates, distributes, and licenses children's educational entertainment content built around proprietary IP characters, led by Little Beaver Beva (小河狸贝瓦). The company delivers self-produced content such as Beva Nursery Rhymes (贝瓦儿歌) via omni-channel digital platforms to over 200 million households worldwide and extends the IP through brand licensing, content distribution, specialty retail, and IP incubation partnerships.

Product overview

Prokids operates as an integrated edutainment platform with a unified IP-driven ecosystem. The core offerings center around the Little Beaver Beva (小河狸贝瓦) character and its flagship content product Beva Nursery Rhymes (贝瓦儿歌), which delivers educational entertainment through omni-channel digital platforms reaching 200+ million households. The portfolio expands through brand/IP licensing, content licensing and distribution, specialty retail (forthcoming), and IP incubation services. Together, these products form a comprehensive IP-driven brand ecosystem that enables multi-format commercial expansion from products and spaces to co-branding and live experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Little Beaver Beva (小河狸贝瓦): The leading IP character that powers the company's multi-format commercial expansion, from products and spaces to co-branding and live experiences.

Products and services

• Beva Nursery Rhymes (贝瓦儿歌) Self-produced edutainment nursery rhyme content series that has accumulated over 50 billion views over 14 years, accompanying three generations of children's growth. Targeted at families with young children.
• Little Beaver Beva (小河狸贝瓦) The flagship IP character and animated series featuring Little Beaver Beva, powering multi-format commercial expansion including products, themed spaces, co-branding, and live experiences. Targeted at families with children and licensing partners.
• Digital Platforms Omni-channel digital platforms delivering premium edutainment content to over 200 million households worldwide each year. Includes web, app, and social media channels.
• Brand and IP Licensing Licensing of proprietary IP characters (led by Little Beaver Beva) for products, themed spaces, co-branding, and live experiences. Targeted at consumer brands, retailers, and experience operators.
• Content Licensing and Distribution Licensing and distribution of self-produced and represented premium edutainment programs across digital platforms and broadcast channels. Programs consistently rank among top performers across platforms. Targeted at digital platforms, streaming services, and TV networks.
• IP Incubation and Investment Incubation and investment in high-potential IPs in collaboration with global artists and creators, providing comprehensive technological and commercial support. Targeted at creators and artists.

Quantifiable outcome

• Reached 50 billion content plays across 14 years spanning three generations of children
• +1 more outcomes

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• The Walt Disney Company: Disney is the global benchmark for IP-driven multi-format monetization across content, products, theme parks, and live experiences. While much larger and diversified, Disney represents the full-scale version of the model Prokids is pursuing with the Beva IP, making it a relevant strategic reference point.
• Mattel: Mattel is a global toy and IP company (Barbie, Hot Wheels, Fisher-Price) that monetizes proprietary character IP through products, content, and licensing. It is comparable to Prokids as a large-scale character IP licensing and toy company, although Mattel operates at a much larger global scale.
• Hasbro: Hasbro is a global toy and entertainment company that monetizes character IP (Transformers, My Little Pony, Peppa Pig) across toys, content, and licensing. It is relevant as a broad incumbent benchmark for character IP-led toy and entertainment businesses comparable to Prokids' Beva licensing and planned retail model.
• Sanrio: Sanrio is the Japanese owner of Hello Kitty and other character IPs and a global benchmark for character IP licensing and merchandise. It is comparable to Prokids' Beva-led licensing model and provides a relevant scale benchmark for what a successful character IP licensing business can become globally.

Direct peers

• BabyBus (宝宝巴士): BabyBus is a leading Chinese children's edutainment content company producing apps, songs, and animated series for young children. It is the most direct peer to Prokids in the Chinese edutainment content space, sharing the same B2C digital distribution model and target audience of families with young children.
• Alpha Group (奥飞娱乐): Alpha Group is a Shenzhen-listed Chinese children's animation and IP licensing company (known for properties such as Super Wings). It is a direct peer to Prokids given the shared model of developing or licensing children's animation IP and monetizing through content, licensing, and product sales.
• Pop Mart (泡泡玛特): Pop Mart is a Hong Kong-listed Chinese designer toy and IP licensing company that monetizes proprietary and licensed characters through retail stores and products. It is highly comparable to Prokids' planned specialty retail + IP licensing model and represents the leading example of the IP-to-retail flywheel that Prokids is targeting.
• Fantawild (华强方特): Fantawild is a major Chinese animation, theme park, and cultural entertainment company that monetizes proprietary IP across content, licensing, and live experiences (theme parks). It is comparable to Prokids as a Chinese IP-driven entertainment company pursuing multi-format commercial expansion including products, spaces, and live experiences.

Others

• iQIYI: iQIYI is a major Chinese streaming video platform that hosts edutainment and children's content. It is relevant as a distribution channel for Prokids' content but is not a direct peer in IP creation, character licensing, or specialty retail.
• Bilibili: Bilibili is a major Chinese video and content platform with a strong user-generated children's and animation content community. It is comparable as a Chinese digital content distribution platform where Prokids distributes its Beva content, but is not a direct competitor in the IP/character licensing business.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors10 records

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 Prokids