Peppy agency
Peppy Agency is a Stockholm-based, five-person B2B consultancy founded in 2020 that helps global kids and family brands integrate social and emotional learning into their products, content, and online communities through proprietary frameworks, AI-assisted moderation, and project-based consulting.
- Company typePrivate
- Founded2020
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Peppy agency does
Peppy Agency is a Stockholm-headquartered B2B consultancy founded in 2020 by Paulina Olsson (CEO) and Rosie Linder (Creative Lead), who previously created the award-winning Peppy Pals IP. The firm operates with a five-person multidisciplinary team combining creatives, child development specialists, and business strategists to help global kids and family brands integrate Social and Emotional Learning (SEL) into their products, content, and communities. Its core technology stack is not software per se but a portfolio of proprietary, psychology-grounded methodologies — the Peppy Fandom Framework, Play Personality Framework, Healthy Game Design Framework, and SEL-led Moderation Strategy — that the firm productizes into repeatable client deliverables such as kids-first audits, moderation playbooks, and curriculum design. AI is selectively embedded in delivery, most notably in an NLP- and anomaly-detection-based moderation system co-developed with Star Stable Entertainment that produced a quantified 5% reduction in toxicity.
The business operates as a professional services firm selling four service lines — brand strategy, audience insights and research, content development and production, and kids-first audits and guidelines — supplemented by standardized workshop training programs (Digital Wellbeing, Building Positive Online Communities, Designing Healthy Digital Play, Designing for Different Personality Types) priced from $2,000 to $3,000+ USD per session. Go-to-market is primarily enterprise field sales targeting game studios, media and publishing, toy makers, and sports and non-profit sectors globally. The client roster includes the LEGO Group across multiple product lines (Friends, DUPLO, Ninjago, DREAMZzz, Life, Games, Sustainability), Major League Baseball, Star Stable Entertainment, Amazon Kids+, Kahoot!, BRIO, Bamse, Coop Sweden, UNICEF/SIX SECONDS, and Save the Children International. Distribution is delivered directly from Stockholm or remotely to international clients, with thought leadership content marketing and conference presence (e.g., Game Developers Conference Fair Play Summit) supporting top-of-funnel demand. Peppy Agency is privately held, founder-owned, and operates without disclosed external funding.
Peppy agency firmographics
Firmographics- Name
- Peppy agency
- Legal name
- Peppy Agency
- Website
- https://peppyagency.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Peppy Agency is a Stockholm-based, five-person B2B consultancy founded in 2020 that helps global kids and family brands integrate social and emotional learning into their products, content, and online communities through proprietary frameworks, AI-assisted moderation, and project-based consulting.
- Ownership category
- akta.pro rank
Peppy agency industry classification
Industry- Product category
- Kids & Family Brand Consulting
- NAICS
- Marketing Consulting Services (541613), Other Management Consulting Services (541618)
- SIC
- Services-Management Consulting Services (8742), Services-Educational Services (8200)
- akta.pro primary industry
- Social-Emotional Learning (SEL) & Emotional Regulation Programs (EDAMAIAC)
- akta.pro secondary industry
- Customer, Marketing & Sales Consulting (BPAHACAG)
Keywords
Where Peppy agency is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Peppy agency business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Workshop and Training Services: Interactive workshop sessions on digital wellbeing, healthy game design, community building, and play personality types. Offered at various durations from 1 hour to full day, with standard and custom formats.
- Consulting and Strategy Services: Research and insights on kids, brand and product strategy, creative development and production, and kids-first audits and guidelines. Project-based engagements with major brands.
- Content Creation and Production: Full-service content creation including video production, app development, educational materials, curriculum development, and communication strategy for kids brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Digital Wellbeing for Kids Workshop |
| Other | Multi-year contract | Building Positive Online Communities Workshop |
| Other | Multi-year contract | Designing Healthy Digital Play Workshop |
| Other | Multi-year contract | Designing for Different Personality Types Workshop |
| Other | Multi-year contract | Bespoke/Custom Training |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels5 records
Peppy agency product offering
Product offeringCore offering
Peppy Agency is a consultancy that helps kids and family brands integrate social and emotional learning (SEL) into their products, content, and communications. The agency delivers brand and product strategy, audience insights and research, creative development and production, and kids-first audits and guidelines, supported by proprietary frameworks such as the Peppy Fandom Framework, Play Personality Framework, and Healthy Game Design Framework. Services are sold as project-based consulting engagements and structured workshop training programs to enterprise clients in game studios, media/publishing, toys, and sports/non-profit sectors.
Product overview
Peppy Agency is a Stockholm-based consultancy specializing in social and emotional learning (SEL) for kids and family brands. Rather than a unified software product, the company offers a portfolio of specialized service offerings including brand strategy, audience insights and research, content development and production, and kids-first audits and guidelines. These services are delivered alongside proprietary methodologies such as the Peppy Fandom Framework, Play Personality Framework, Responsible Gaming Framework, and Moderation Strategy Framework. The agency also provides workshop training programs on topics including digital wellbeing, healthy digital play, and designing for different personality types. Work is conducted across multiple sectors including game studios, media and publishing, toy makers, and sports and non-profits.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Strategy Services Strategic consulting services helping toy brands, game studios, and media companies develop long-term brand positioning, product strategy, and audience engagement approaches grounded in SEL and child psychology.
- Audience Insights & Research Research services including focus groups with children, interviews with parents and healthcare professionals, customer insights analysis, and competitor analysis to inform brand and product decisions.
- Content Development & Production Creative development and production services including content creation, video and audio production, script writing, art direction, and storytelling for kids brands.
- Brand & Product Audits Kids-first audits and guidelines services that review products, content, and communications to ensure age-appropriateness, brand alignment, and social-emotional learning integration.
- Workshop Training Programs Interactive workshop sessions including Digital Wellbeing for Kids, Building Positive Online Communities, Designing Healthy Digital Play, and Designing for Different Personality Types. Offered at company office in Stockholm or client locations, starting from $2,000-$3,000 USD.
- Peppy Fandom Framework A framework grounded in behavioral and developmental psychology that helps brands understand the emotional drivers behind kids' passions, what draws them to fandoms, and what keeps them engaged over time.
- Play Personality Framework A framework rooted in behavioral psychology that helps brands understand play motivations beyond demographics, enabling more inclusive and authentic product design that appeals to diverse personality types.
- Responsible Gaming Framework A governance tool for LEGO Games that defines healthy game design and ensures developers creating LEGO games or games with LEGO IPs adhere to brand standards for child wellbeing.
- Moderation Strategy & Messaging Framework SEL-led moderation strategies and in-game messaging framework that helps community moderators identify emotions behind harmful behaviors and respond with prompts that encourage positive conduct among players.
Quantifiable outcome
- 5% reduction in toxicity for Star Stable Entertainment's online community
- +3 more outcomes
Companies that use Peppy agency
Customer profileNamed customers16 records
Segments1 record
Ideal customer profiles3 records
Peppy agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
Peppy agency partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, minor and flagship.
- Major League BaseballcoreHelping MLB connect with new generation of fans through kids content strategy, guidelines, and creative concepts including No Easy Outs YouTube series.
- BamseminorConducted deep-dive brand workshop generating practical strategies for reaching new generation through SEL lens.
- Amazon Kids+coreConducted workshop training on design approaches that support children's well-being online while keeping engagement high.
- Star Stable EntertainmentcoreCrafted SEL-led moderation strategies and in-game messaging for AI-led pilot that achieved 5% reduction in toxicity. Results presented at Game Developers Conference Fair Play Summit.
- Locker Room TalkminorCreated curriculum and video learning materials for coaches training program to combat toxic masculinity in sports.
- LEGO GroupflagshipExtensive multi-year partnership across multiple products including LEGO Friends, DUPLO, Ninjago, DREAMZzz, Life, Games, and Sustainability initiatives. Services include content creation, brand strategy, fandom frameworks, digital influencer development, and healthy game design guidelines.
- Coop SwedenminorDeveloped augmented reality retail experience for kids and families, recognized globally by Microsoft for innovative use of Azure Spatial Anchors technology.
- UNICEF / SIX SECONDScoreFounded partnership for Pop-Up Festival marking World Children's Day, reaching 3.5 million people in 212 countries with emotional intelligence activities.
- Kahoot!coreCreated compelling social and emotional learning collection for game-based learning platform reaching millions of students and teachers.
- BRIOcoreUsed Play Personality framework to help develop BRIO Flora product range and brand strategy for expanding audience while maintaining heritage.
- Save the Children InternationalcoreDeveloped digital citizenship curriculum for kids and youth to be rolled out in after-school programs worldwide in 2025.
- Rädda Barnen (Save the Children Sweden)minorDeveloped online safety content for kids ages 9-12 including activity books and scripts for YouTube and TikTok videos.
- The Child Diabetes FoundationminorDeveloped story-led playful tools including storybook and activity book to help families navigate type 1 diabetes, launching November 2025.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Peppy agency competitors and assessment
Company assessmentBroad incumbents
- WildBrain: Large publicly-listed kids' entertainment company managing IP such as Teletubbies and Strawberry Shortcake. Comparable in serving the kids/family brand market with content, audience insights, and brand strategy, but at significantly larger scale.
- Frog by Capgemini Invent: Global design and innovation consultancy (part of Capgemini Invent) that works with consumer brands including kids and family clients. Comparable on consulting methodology and brand strategy, but at much larger scale and broader scope.
- SuperAwesome (Epic): Kids digital media and engagement platform (now part of Epic). Overlaps in serving brands targeting children with safe digital content, though at platform scale rather than boutique consulting.
Direct peers
- Dubit: UK-based digital agency specializing in kids and family brands, offering research, content production, and brand strategy services. Closely comparable to Peppy Agency in target market, service mix, and consulting model.
- Kids Industries: UK consultancy focused exclusively on the kids and family sector, providing strategy, insight, and creative services to toy, gaming, and media clients. Same niche specialization and B2B professional services model as Peppy.
- Beanstalk: Global brand licensing agency specializing in kids, toy, and entertainment brands. Overlaps with Peppy in serving the same enterprise buyers (toy makers, media companies) seeking to engage children through branded experiences.
- Committee for Children: Non-profit developer of SEL curricula for children, including Second Step. Shares Peppy's deep SEL expertise and child-development orientation, but operates as a curriculum publisher rather than a brand consultancy.
Emerging players
- ActiveFence: AI trust and safety platform that detects harmful content, including child-safety risks. Adjacent to Peppy's SEL-led AI moderation work with Star Stable, but operates at technology-platform scale.
- PlayLab Inc. Boutique creative agency building brands, products, and content for kids and family. Closely comparable in size, positioning, and service mix (strategy, content, digital experiences for children's brands).
- Aperture Education: Ed-tech company providing SEL assessment and curriculum tools to K-12 educators. Comparable in centering SEL as the core offering but sells into schools rather than entertainment/toy brands.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Peppy agency social profiles
Digital presencePeppy agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peppy agency leadership team
Management profileNumber of profiles
Profiles4 records
Peppy agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peppy agency M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Peppy agency
What does Peppy agency do?
Peppy Agency is a consultancy that helps kids and family brands integrate social and emotional learning (SEL) into their products, content, and communications. The agency delivers brand and product strategy, audience insights and research, creative development and production, and kids-first audits and guidelines, supported by proprietary frameworks such as the Peppy Fandom Framework, Play Personality Framework, and Healthy Game Design Framework. Services are sold as project-based consulting engagements and structured workshop training programs to enterprise clients in game studios, media/publishing, toys, and sports/non-profit sectors.
Is Peppy agency a public or private company?
Peppy agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Peppy agency founded?
Peppy agency was founded in 2020. It employs 1 to 10 people.
Where is Peppy agency based?
Peppy agency is headquartered in Stockholm, Sweden, in the Europe region.
How does Peppy agency make money?
Three revenue lines are on record. Workshop and Training Services are the primary driver. The others are consulting and Strategy Services and content Creation and Production.
Who are Peppy agency's main competitors?
Broad incumbents on record are WildBrain, Frog by Capgemini Invent and SuperAwesome (Epic). Direct peers are Dubit, Kids Industries, Beanstalk and Committee for Children. Emerging players are ActiveFence, PlayLab Inc. and Aperture Education.
Does Peppy agency have an API?
No public API is recorded for Peppy agency.
What industry is Peppy agency in?
Peppy agency's product category is Kids & Family Brand Consulting. Its primary akta.pro industry code is EDAMAIAC, Social-Emotional Learning (SEL) & Emotional Regulation Programs, with a secondary code of BPAHACAG, Customer, Marketing & Sales Consulting. Its NAICS code is 541613 and its SIC code is 8742.