Kinder Joy of Moving

What Kinder Joy of Moving does

Kinder Joy of Moving is a corporate social responsibility (CSR) initiative of the Ferrero Group, established in 2012 and operated through Ferrero International S.A. headquartered in Luxembourg. The organization delivers the "Joy of Moving" educational method, a research-based physical activity curriculum developed by Professor Caterina Pesce that targets holistic child development across four interconnected domains: physical fitness, motor coordination, cognitive functions, and life skills. The methodology is deployed through a layered platform of resources, including the MindMovers & ImaginAction handbook (80 educational games, 2nd edition published 2023), a Family handbook with 40+ no-equipment games, an online educator training platform at joyofmovingeducation.com, and eight proprietary play-motor machines co-designed with Federico II University of Naples.

The initiative operates across 35 countries and six continents, reaching approximately 4.4 million children globally through partnerships with government ministries, NGOs, schools, and sporting federations. Tangible products include the Village Joy of moving training center and research laboratory in Alba, Italy (operating since 2012 with 7 play-motor machines, 10 specialized trainers, and 4,000 weekly visitors), the Kinder Joy of Moving Park at Vicolungo The Style Outlets near Milan (1,700+ sqm permanent facility), and a new park launched aboard the Costa Diadema cruise ship in 2025. Major partnership anchors include Costa Crociere (200+ trained entertainment staff delivering activities to children aged 3-11), Save the Children (centers in Italy and USA), the English Football League Trust (30 football clubs engaging 78,000+ children per year), and ministries of education in Italy, Mexico, Romania, and Brazil.

As a non-commercial CSR initiative, Kinder Joy of Moving does not generate revenue; all programs, parks, and educational materials are provided free of charge to children, families, schools, and communities, with operations funded entirely by the Ferrero Group. Distribution is achieved through direct school implementation, NGO and federation channels, retail outlet parks, cruise ship activations, and digital platforms. The company previously operated under the name "Kinder+Sport" before being rebranded. Customer base from a beneficiary perspective is highly diversified across geographies and demographics, while funding is structurally concentrated on a single parent (Ferrero).

Name

Kinder Joy of Moving

Legal name

Ferrero International S.A.

Website

https://kinderjoyofmoving.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Kinder Joy of Moving is a Ferrero Group CSR initiative operating the Joy of Moving educational methodology across 35 countries, delivering research-based physical activity programs, parks, and educator training that reach 4.4 million children globally through ministry, NGO, and federation partnerships.

Ownership category

akta.pro rank

Product category

Children's Physical Education Programs

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Athletics Events, Game Operations & Ticketing (EDALAIAK)

Keywords

• Children physical education
• Youth sports programs
• Motor skills development
• School physical activity
• Active play programs

Headquarters

HQ city

Niederanven

HQ country

Luxembourg

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ferrero Group CSR Initiative: Kinder Joy of moving is a corporate social responsibility (CSR) initiative of the Ferrero Group. It does not generate commercial revenue but operates as a social impact program funded by Ferrero to promote physical activity among children worldwide.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Kinder Joy of Moving is the international CSR initiative of the Ferrero Group that delivers a research-based educational methodology — the Joy of Moving method — to promote children's physical, cognitive, emotional, and social development through play and movement. The initiative distributes this methodology through educator handbooks, an online teacher training platform, free physical play parks, family manuals, international sporting events, and large-scale school programs implemented in partnership with ministries of education, NGOs, and sports federations across 35 countries.

Product overview

Kinder Joy of Moving is a physical activity and sports education initiative by Ferrero Group consisting of the Joy of Moving educational methodology as its core framework, complemented by educator training through an online platform (Joy of Moving Education Platform) and physical manuals (MindMovers and ImaginAction Manual for educators, Joy of Moving Family Manual for parents). The program delivers its methodology through tangible products including Kinder Joy of Moving Parks (playground facilities), the Village Joy of Moving training center in Alba, Italy, and organized sporting events such as Tennis Trophy tournaments and Games to Grow Up activities. The initiative spans 35 countries with global partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Joy of Moving Educational Method A research-based educational methodology developed by Professor Caterina Pesce that fosters children's physical, emotional, cognitive, and social development through play-based movement. Organized around a Four-Ring Gyroscope model targeting physical fitness, motor coordination, cognitive functions, and life skills.
• Joy of Moving Education Platform

Quantifiable outcome

• Over 15,000 teachers trained and using the methodology in Italian schools
• +4 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and regional.

• Costa CrociereflagshipStrategic or Co-development Partner · 10 May 2019Kinder Joy of moving and Costa Crociere partnered to bring the Joy of moving methodology to all Costa cruise ships. 200+ Costa entertainment staff were trained at the Village Joy of moving to deliver activities to children aged 3-11 through the Squok Club. The partnership extends to local communities in port cities worldwide, promoting children's right to play under UN Convention Article 31. A new Kinder Joy of moving Park was opened on Costa Diadema in 2025 featuring Rainbow climbing structure and Free Jump area.
• Save the ChildrenflagshipStrategic or Co-development PartnerPartnership to guarantee children's right to play and education. In Italy, 6 Punti Luce centers benefit 400+ children aged 6-11. In USA, SummerBoost camps reach 2,500+ children across California, Tennessee, West Virginia, and Arkansas, with 3,500 family activity kits distributed. Joy of moving uses a 'train the trainer' model for Save the Children staff.
• NeinvercoreStrategic or Co-development PartnerNeinver, a leading European outlet mall operator, partnered with Ferrero (Soremartec) and Municipality of Vicolungo to create the first Kinder Joy of moving Park at Vicolungo The Style Outlets near Milan. The 1,700+ sqm permanent park is free to access and features 8 play-motor machines designed by Federico II University, Naples. Neptune (joint venture between Nuveen Real Estate and Neinver) owns the shopping center.
• EFL TrustcoreStrategic or Co-development PartnerPartnership with EFL Trust (English Football League Trust) in UK involving 30 football clubs to engage children in physical activity. The program moves more than 78,000 children per year through football-based Joy of moving activities and home school festivals.
• Sportz VillageregionalStrategic or Co-development PartnerPartnership in India with Sportz Village to implement Joy of moving project in 10 elementary schools in Pune since 2022, supporting physical activity in schools.
• Deakin UniversityregionalStrategic or Co-development Partner4-year research project partnership in Australia with Deakin University to study and implement the Joy of moving methodology, with teacher network collaboration through Monash University.
• Romanian Ministry of EducationregionalStrategic or Co-development PartnerDeveloped in partnership with Romanian Ministry of Education, the local program covers 4 regions, 12 cities, 200 schools, and nearly 100,000 children through Caravan, Week, and Camp initiatives.
• Ministry of Education of Guanajuato (Mexico)regionalStrategic or Co-development PartnerIn Mexico, collaboration with the Ministry of Education of Guanajuato state implementing Joy of moving in 30 elementary schools, reaching over 25,000 children as of 2021.
• Secretariat of Education of Poços de Caldas (Brazil)regionalStrategic or Co-development PartnerProgram kickstarted in 2018 in Brazil with support from Secretariat of Education of Poços de Caldas, training 800 professional educators in Minas Gerais state.
• SUISM University of TurinregionalStrategic or Co-development PartnerUniversity of Turin promoted the method in the context of free credits using online courses for educational internships. Subsequently, University of Brescia and Pavia also included Joy of moving courses in their training plans.
• Municipality of VicolungocoreStrategic or Co-development PartnerPartnership with Municipality of Vicolungo for the Kinder Joy of moving Park, providing social value and enhancing the local community with a unique playground for children and families.
• Department of Industrial Engineering at Federico II University, NaplescoreTechnology or IntegrationTechnical partnership for development of 8 play-motor machines (Fortius, Rainbow, Fly Sky, Rolly Roger, Magic Color, Free Jump, Blue Wind, Fungus) based on the Joy of moving methodology, designed to stimulate different skills in children.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• Save the Children: Major international NGO partner of Joy of moving (Punti Luce Centers in Italy, SummerBoost Camps in the USA); an ecosystem participant that delivers Joy of moving programming to underserved children and serves as a channel for hard-to-reach populations.
• SHAPE America: US professional association for health and physical educators that sets standards and curates physical-education curricula; an ecosystem participant whose national PE standards establish the demand environment Joy of moving competes in for school adoption.

Direct peers

• Playworks: US-based non-profit that partners with elementary schools to use play and physical activity at recess to improve social-emotional outcomes; directly comparable mission to Joy of moving's school-based methodology, teacher training, and child-development focus.
• Laureus Sport for Good Foundation: Corporate-backed foundation funding sport-for-development programmes worldwide; structurally similar to Joy of moving as a brand-sponsored (Rolex/PMI) social-impact initiative that channels sport-based methods through local partners globally.
• Right To Play: Global NGO that uses sport and play to educate and empower children facing adversity, with programmes in dozens of countries and ministry partnerships; mirrors Kinder Joy of Moving's teacher-training, country-by-country rollout, and play-based pedagogy.
• Action for Healthy Kids: US-based non-profit partnering with schools to promote physical activity and healthy eating for children; closely comparable mission, school-anchored delivery, and corporate-sponsored operating model to Kinder Joy of moving.

Broad incumbents

• Special Olympics: Larger, established sports-for-development organisation running youth-oriented events, training programmes, and school inclusion initiatives globally; overlaps with Joy of moving's youth-sport events (Tennis Trophy, Skiri Trophy) and inclusive methodology.
• LEGO Foundation: Corporate philanthropy of the LEGO Group funding research and programmes on learning through play, including physical activity; comparable as a brand-sponsored play-research programme targeted at children that funds ministry-level partnerships and teacher resources.
• Nike Community Impact (Nike Foundation / N7): Nike's corporate community-impact programmes funding youth sport access globally; a much larger corporate-backed CSR platform that competes for the same ministry, NGO, and school partnerships that Joy of moving pursues.

Emerging players

• Let Me Run: Non-profit combining running with life-skills education for elementary-school boys; a smaller, more focused sport-for-development programme with comparable teacher-trainer model and after-school physical activity curriculum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/KinderJoyofmoving
• Facebookfacebook.com/KinderJoyofmoving
• Instagraminstagram.com/kinderjoyofmoving
• Xx.com/KinderJoyMoving

Revenue estimate

Valuation estimate

Number of profiles

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 Kinder Joy of Moving