What Sandbox Group does

Sandbox Group is a London-headquartered, privately held edutainment company founded in 2015 that operates a portfolio of more than 15 digital and tactile learning brands serving children, families and adults. The group reaches more than 50 million children, parents and teachers globally through its consumer products.

The company's core products are PlayKids+ (an award-winning all-in-one superapp for children aged 0–8 with 1,000+ videos, 150+ games, music, podcasts and books), PlayKids Learning (an SVOD streaming service with 18,000+ episodes and 60+ original series in 12+ languages, currently the #2 Kids Channel on Amazon Prime Video in the US), and Focus (a cognitive-training app for adults 40+ built with neuropsychologists from Hospital Universitario Cruces, with 7M+ downloads and 3M annual active users). The portfolio also includes Hopster, CoolMath Games, Poptropica, Curious World, ToucanBox, Leiturinha, Kidomi, Edujoy, Tellmewow and the Family Education Network. Distribution spans Amazon Prime Video Channels, Samsung Galaxy Store and TV Apps, VIZIO OS, Apple TV Channels, Roku, FAST channels on Netgem, retail at John Lewis, and direct-carrier-billing via Wister and Digital Virgo across UK, EU and MENA telcos.

Sandbox Group generates revenue primarily through recurring monthly SVOD subscriptions priced at $7.99 / £6.99 per market, with 7-day free trials, supplemented by bundle subscriptions (e.g., Hopster Learning + Ryan and Friends Plus at $8.99/month), physical craft-kit sales via John Lewis (£12/kit), and B2B distribution economics with telcos and streaming platforms. The company has pursued an aggressive M&A strategy since 2015, acquiring Poptropica, Hopster, Curious World, Fingerprint, Edujoy/Tellmewow, ToucanBox and PlayKids to consolidate the global children's edutainment category.

Name

Sandbox Group

Legal name

Sandbox Group

Website

https://sbxgroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Sandbox Group is a London-headquartered edutainment company that operates a portfolio of more than 15 digital and tactile learning brands — including PlayKids+, PlayKids Learning, Hopster, Focus, CoolMath Games and Leiturinha — reaching over 50 million children, parents and teachers globally through subscription apps, streaming channels, telco partnerships and retail.

Ownership category

akta.pro rank

Product category

Children's Educational Media & Edutainment

NAICS

Software Publishers (5132), Educational Support Services (61171), Hobby, Toy, and Game Retailers (45912)

SIC

Services-Prepackaged Software (7372), Services-Educational Services (8200), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Kids & Family Curated Content Platforms (MPACAKAL)

akta.pro secondary industries

Digital Learning & Course Subscriptions (CRAFAIAD), Subscription Boxes & Curated Product Subscriptions (CRAFAIAF), Children’s Subscription & Book Club Publishing (MPAJAFAO), Learning Content Bundling & Subscription Passes (All-Access Libraries) (MPACALAL)

Keywords

• Children's edutainment apps
• Educational streaming services
• Cognitive training apps
• Kids subscription content
• Digital learning platforms

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription-based streaming (SVOD): Monthly subscription services for children’s edutainment content including PlayKids Learning and Hopster Learning available through streaming platforms and direct apps. Pricing varies by market: $7.99/month in US, £6.99 in UK, with 7-day free trials offered.
2. Premium app subscription (Focus): Standalone premium app subscription for cognitive training targeting adults 40+. Priced at $7.99/£6.99 monthly, available in 6 languages at launch. Expanded through B2B telco partnerships via Direct Carrier Billing.
3. B2B Telco partnerships: Revenue through carrier billing partnerships with telecom operators enabling users to pay through mobile bills. Partnership with Wister spans UK, Netherlands, Germany, UAE with operators including EE, O2, Vodafone, Three, KPN, Etisalat, Du.
4. Physical product sales: PlayKids Creations craft kits sold through John Lewis retail partnership. Tactile activity packs priced at £12 each, complementing digital edutainment offerings.
5. Bundle subscriptions: Combined subscription bundles offering access to multiple services at discounted rates, such as Hopster Learning & Ryan and Friends Plus bundle at $8.99/month (25% savings vs individual subscriptions).

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels6 records

Core offering

Sandbox Group develops, curates, and distributes subscription-based digital and tactile learning and entertainment experiences for children, families, and adults. Its flagship products include PlayKids+ (an all-in-one COPPA-certified edutainment superapp), PlayKids Learning (SVOD streaming with 18,000+ episodes and 60+ original series), and Focus (a cognitive training app for adults 40+ developed with neuropsychologists). The portfolio is monetized through monthly subscriptions, bundle deals, telco carrier billing, and physical craft kit sales.

Product overview

Sandbox Group operates a diversified portfolio of digital and tactile learning and entertainment brands serving children, families, and adults. The core products include PlayKids+ (an all-in-one edutainment superapp for children aged 0–8 with videos, games, music, and podcasts), PlayKids Learning (a streaming SVOD service with 18,000+ episodes and 60+ original series), and Focus (a cognitive training app for adults developed with neuropsychologists). The portfolio spans multiple sub-brands including Hopster Learning (preschool streaming on Prime Video), CoolMath Games (brain-training gaming site), Leiturinha (Brazil's #1 kids book subscription), Curious World (early learning app ages 4–8), ToucanBox (UK craft subscription kits), Code Kingdoms (coding courses for kids), and educational reference platforms FamilyEducation, TeacherVision, Factmonster, and InfoPlease. Sandbox Group also acquired mobile game studios Edujoy and Tellmewow (specializing in educational and senior-focused games), and owns Poptropica (online RPG for kids). The group operates both digital (streaming, apps, web) and physical (craft kits, book subscriptions) learning products, with distribution through major platforms including Amazon Prime Video, Samsung, VIZIO, telco DCB partners (Wister, Digital Virgo), Apple TV, and Roku.

Differentiator

Problem solved

Functional benefit

Brands

• PlayKids Learning: All-in-one edutainment destination for children aged 0-8 with streaming service featuring 18,000+ episodes, 60+ original series, content in 12+ languages. COPPA-certified and kidSAFE Seal-approved.
• PlayKids+
• Focus
• CoolMath Games
• Hopster
• Leiturinha
• Kidomi
• Curious World
• Poptropica
• Family Education Network

Products and services

• PlayKids+ All-in-one edutainment superapp for children aged 0-8 featuring 1,000+ videos, 150+ games, music, podcasts, and books. Ad-free, COPPA certified, and KidSAFE approved with adaptive UI that grows with the child.
• PlayKids Learning Streaming SVOD service for children aged 0-8 featuring 18,000+ episodes, 60+ original series, and content in 12+ languages. COPPA-certified and kidSAFE Seal-approved; currently #2 Kids Channel on Amazon Prime Video US.
• Focus Cognitive training app for adults and teens with over 30 mini-games covering attention, memory, reasoning, coordination, and visuospatial skills. Achieved over 7 million total downloads and 3 million annual active users.
• Hopster Learning Preschool learning channel on Prime Video offering over 420 hours of curated educational content across 100+ series including Numberblocks, Pocoyo, and Masha and the Bear. Available in English and Spanish with approximately five new shows added monthly.
• CoolMath Games Brain-training site for everyone featuring strategy, logic, trivia, and number games. Builds skills including pattern recognition, logical reasoning, memory recall, and strategy. No violence or empty action, focused purely on mental workouts.
• Leiturinha Brazil's #1 kids book subscription service, providing curated physical books to children and fostering literacy.
• Curious World Early learning interactive app for children ages 4-8, powered by Curious George. Delivers hundreds of fun educational videos, games, and books mapped to eight key early learning areas. Certified with 5-star rating by Educational App Store and won Kidscreen Award for Best Learning App in 2017.
• ToucanBox UK-based children's subscription service offering tactile hands-on learning activity kits.
• Code Kingdoms Online coding courses for kids, enabling children to learn programming through engaging games and curriculum.
• Poptropica Online role-playing game for children aged 6-15 created by Jeff Kinney (Diary of a Wimpy Kid), featuring island exploration and problem-solving in a certified-safe online environment.
• PlayKids Creations Hands-on craft kits designed for children aged 3-8 sold exclusively through John Lewis & Partners. Kits include Giraffe Spy Periscope, Dreamcatcher, Glowing Galaxy Lantern, Animal Bowling, Snappy Crocodile Puppet, Shadow Forest Theatre (£12 each), and Very Merry Xmas Box (£35).
• PlayKids TV (FAST channel) Free ad-supported (FAST) children's edutainment channel on Netgem TV in the UK and Ireland. Content organized around key moments of the day (morning routines, afternoon play, bedtime) and curated around main events throughout the year.
• FamilyEducation Educational platform providing resources for families and parents to support children's learning.
• TeacherVision Teacher-focused platform providing educational resources, lesson plans, and teaching tools.
• Factmonster Educational reference site for kids providing factual information across various subjects.
• InfoPlease Reference and educational information platform for families.

Quantifiable outcome

• Currently #2 Kids Channel on Amazon Prime Video US with millions enjoying the service worldwide
• +7 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature4 records

Partnerships

26 partnerships are on record, tiered core, supporting, major and strategic.

• Digital VirgocoreChannel Partner/ Reseller/ Distributor · 10 June 2026Strategic partnership for Direct Carrier Billing (DCB) enabling Focus cognitive training app launch in Canada, Romania, Spain following successful Peru model. Integration with major telecom operator ecosystems for seamless mobile payment.
• Amazon Prime Video (Canada)coreChannel Partner/ Reseller/ Distributor · 28 May 2026PlayKids Learning add-on subscription launch on Prime Video Canada with fully localized French and English bilingual content.
• VIZIOcoreChannel Partner/ Reseller/ Distributor · 9 April 2026PlayKids Learning app available on VIZIO OS for US market. App developed by ES3 using INGAGE CTV application platform, bringing content to millions of VIZIO Smart TV users.
• ES3supportingTechnology or Integration · 9 April 2026Award-winning TV application company developing PlayKids Learning for VIZIO using INGAGE CTV application development platform.
• WistercoreChannel Partner/ Reseller/ Distributor · 26 February 2026Expanded DCB partnership bringing Focus and PlayKids+ to UK (EE, O2, Vodafone, Three), Netherlands (KPN, T-Mobile, Vodafone), Germany (O2, Vodafone), and UAE (Etisalat, Du). Multi-territory, multi-product launch following successful France partnership.
• Pocket.watchcoreStrategic or Co-development Partner · 8 December 2025Hopster Learning & Ryan and Friends Plus exclusive bundle on Prime Video. Strategic content partnership combining educational excellence with popular creator content, offering families 1000+ hours of content for $8.99/month.
• SamsungcoreChannel Partner/ Reseller/ Distributor · 5 May 2025PlayKids Learning launch on Galaxy Store and Samsung TV Apps for global multi-screen distribution. Strategic expansion creating 360-degree environment for safe, ad-free learning across Samsung smartphone, tablet, and smart TV ecosystem.
• Virgin Media O2majorChannel Partner/ Reseller/ Distributor · 29 October 2024O2 Priority partnership offering 3 months free PlayKids+, 3 months free Focus, and 3 PlayKids Creations craft packs (60% savings) for Priority members. Exclusive offers available October-November 2024.
• John Lewis & PartnersmajorChannel Partner/ Reseller/ Distributor · 17 October 2024Exclusive UK launch of PlayKids Creations craft kits at selected John Lewis stores including Oxford Street, Peter Jones, Milton Keynes, Glasgow, Liverpool. Tactile activity packs complementing digital edutainment.
• Orange FrancemajorChannel Partner/ Reseller/ Distributor · 5 September 2024Smart gaming promotion on back-to-school with special offers on PlayKids+ and Focus apps. Marketing through premium SMS direct marketing and Paris RATP transport app takeover.
• Walmart+majorGTM or Marketing Partner · 9 June 2024Exclusive limited-time offer providing 3 free months of PlayKids+ (worth over $25) for Walmart+ members. Timed for summer vacation with redemption through PlayKids+ website.
• Wister (France)coreChannel Partner/ Reseller/ Distributor · 7 June 2024Initial France partnership bringing PlayKids+ to families via Orange, SFR, and Bouygues Telecom carrier billing. First major DCB deployment establishing partnership foundation.
• Amazon Prime Video (Mexico/Colombia/Chile)coreChannel Partner/ Reseller/ Distributor · 23 April 2024PlayKids Learning channel expansion to Mexico (50 MXN/month), Colombia (13,000 COP/month), Chile (3,000 CLP/month) with localized Latin American content.
• Netgem TVsupportingChannel Partner/ Reseller/ Distributor · 12 April 2024PlayKids TV FAST channel launch on Netgem TV distributed through UK/ Ireland ISPs including TalkTalk TV, Community Fibre TV, Better TV. First children's edutainment fast channel in UK & Ireland.
• Intigral (STC Group)majorChannel Partner/ Reseller/ Distributor · 1 February 2024MENA region partnership through Intigral media arm for PlayKids Learning on stc tv and Jawwy TV. Localized Arabic content for Saudi Arabia and Egypt with shows like Two Minute Tales, The Adventures of Zee, Pingu, Learn to Draw.
• TellmewowsupportingTechnology or Integration · 22 January 2024Mobile game design studio specializing in games for grown-up users. Developed Focus cognitive training app with 30+ games in 6 languages. Portfolio includes Senior Games, Edujoy, Coolmath Games with 800M+ downloads.
• Hospital Universitario CrucescoreStrategic or Co-development Partner · 22 January 2024Medical/scientific partnership for Focus app development. Neuropsychologists collaborated on cognitive training games targeting attention, reasoning, coordination, memory, visuospatial skills.
• T-Mobile UScoreChannel Partner/ Reseller/ Distributor · 19 December 2023T-Mobile Tuesday exclusive offer with 4 months free PlayKids+ accessible to 100M+ T-Mobile customers. High offer redemptions and activations for holiday season.
• Amazon Prime Video (Brazil)coreChannel Partner/ Reseller/ Distributor · 19 December 2023PlayKids Learning channel launch on Prime Video Channels Brazil with localized content including Bob Zoom, Masha and the Bear, Baby Shark at R$9.80/month.
• TamatemmajorChannel Partner/ Reseller/ Distributor · 12 December 2023Middle East expansion via Tamatem Plus platform enabling PlayKids+ access with 35+ alternative payment methods across 11 MENA countries. Addresses underbanked population without credit/debit card access.
• IMPS (The Smurfs)supportingStrategic or Co-development Partner · 27 November 2023Dedicated educational game for The Smurfs' 65th anniversary featuring 10 mini-games covering creativity, number recognition, hand-eye coordination, memory, attention skills.
• TelmisupportingStrategic or Co-development Partner · 21 November 2023Kids podcast creation partnership featuring Telmi's child-created podcasts on PlayKids+. Children can create their own podcasts with storyteller coach and podcast creation studio.
• XDB ChainstrategicTechnology or Integration · 11 October 2023Web3 partnership for Sandbox-branded cryptocurrency development enabling transactions, exclusive rewards, and incentives across portfolio brands including Kidomi and Code Kingdoms.
• Alpha Group (Super Wings)supportingStrategic or Co-development Partner · 11 July 2023New Super Wings educational app development partnership for children's learning content.
• One Third StoriessupportingStrategic or Co-development Partner · 10 November 2020Saturday Club Story Box subscription partnership creating monthly learning story boxes based on Hopster original animation series. Physical subscription boxes for ages 3-7.
• Dog EarssupportingOthers · 14 September 2020Saturday Club animated series co-production for empathy-focused preschool content. Series translated into five languages and screened at international animation festivals.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• PBS Kids: Major US public broadcaster for educational kids video and games, with deep library and parent brand. Comparable to Hopster/PlayKids Learning in early-childhood educational content focus, with broader distribution via TV stations and a much larger library — a key free-tier competitor for paid kids SVOD.
• Khan Academy Kids: Free, established educational platform for ages 2–8 from Khan Academy, covering literacy, numeracy, social-emotional learning via activities, books and videos. Overlaps with PlayKids Learning/Hopster on early-years curriculum-aligned free content and parent trust; competes with Sandbox from a non-profit, ad-free free tier.
• YouTube Kids: Google's kids-targeted video app with massive free catalog, creator content, and parental controls. Competes for the same parent/child screen-time wallet as PlayKids+ and PlayKids Learning — primarily on free, ad-supported vs. Sandbox's paid, ad-free positioning.

Direct peers

• Kiddopia: Subscription edutainment app for preschoolers combining educational games, videos, songs and stories. Operates in the same 'premium kids super-app' category as PlayKids+ with overlapping content pillars (curriculum-aligned activities, ad-free delivery, recurring monetization).
• Kidoodle.TV: Subscription-based, ad-free kids streaming service offering curated educational and entertainment video content for children, with heavy focus on safe, COPPA-compliant environments. Directly comparable to PlayKids Learning and Hopster's SVOD business model and target demographic.
• Elevate Labs: Subscription cognitive-training app for adults covering memory, attention, math, reading and processing speed. Directly comparable to Sandbox's Focus app in target user (adults 40+), business model (premium monthly subscription), and core value proposition (daily brain-training games).
• Lingokids: Subscription-based kids edutainment super-app for ages 2–8 covering language, math, science, music and more via games and activities. Closely mirrors PlayKids+ in product surface (single super-app, multi-skill content, premium monthly subscription) and target parent/child persona.
• TinyTap (by Heinz/Emilia): Creator-led kids educational content and games platform with subscription and content-authoring features. Comparable to Sandbox's Curious World / Family Education Network / Telmi podcast partnership direction — educator and creator content bundled into a subscription kids learning product.
• Posit Science (BrainHQ): Neuroscience-backed cognitive training program with clinically validated exercises targeting memory, attention and processing speed. Closest peer to Focus's Hospital Universitario Cruces-anchored 'science-backed brain training' positioning, with stronger clinical evidence moat but narrower consumer subscription distribution.

Emerging players

• Yateland: Independent studio publishing educational games for preschoolers and elementary-age kids across iOS, Android and Amazon, operating in the same kids edutainment apps category as Edujoy/Tellmewow/PlayKids+, but with smaller scale and narrower distribution footprint.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Sandboxandco
• LinkedInlinkedin.com/company/sbx-group

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries12 records

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 Sandbox Group