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Da Vinci Kids: focus on original production Da Vinci Kids has expanded its playground with a focus on content that supports creativity and social-emotional learning. This is all part of a comprehensive strategy focused on helping parents raise exceptional humans, says Macademia co-founder and COO, Estelle Lloyd.
Global EdTech company Macademia’s children’s brand, Da Vinci Kids, heads into the final months of 2021 with an upsized kids slate, led by its largest investment in original production, and an expanded focus on content that supports creativity and social-emotional learning. Macademia’s co-founder and chief operating officer, Estelle Lloyd, says the company believes “this is important after what has been going on in the world for kids and families over the past couple of years”. The originals content strategy is led by video series, Marvelous Makes Lab and Electricity with Smorph, co-developed with FAM, a social innovation studio creating play-led experiences,
We believe that a focus on content that supports creativity and social-emotional learning is important after what has been going on in the world for kids and families over the past couple of years.” Estelle Lloyd, Co-founder/COO, Macademia
along with new maths games. The enlarged focus on content that supports creativity and socialemotional learning builds upon Da Vinci Kids’ existing concentration on supporting STEM and critical thinking. The core objective is a well-rounded contemporary learning service. “It’s what we believe our service is all about,” Lloyd says.
remains helping parents to raise exceptional humans, and she highlights the importance of co-play and co-learning. “Our content really is for the whole family. We hope kids don’t just learn on their own, but also do it with their parents. There are plenty of DIY shows, discovery and learning for the whole family,” she says.
“We have always been focused on acquiring and producing high-
“By fostering the twin qualities of curiosity and creativity, we can
quality educational programming that complements the school
help kids develop the problem-solving skills needed to tackle whatever
curriculum, while engaging kids and families to learn, ask questions and
challenges may lie ahead in the digital age,” Lloyd adds.
be hands-on,” she adds.
Along with its on-demand app, a central element of Da Vinci Kids’
The editorial rubric that guides Macademia’s acquisitions and
offering is the linear channel, where the focus is on premium education.
productions revolves around four key learning areas – STEM (Science,
The channel continues to grow its regional footprint year-on-year and
Tech, Engineering & Math), Critical Thinking, Creativity and SocialEmotional Learning, Lloyd says.
is now available in over 13 million households across Asia. After launching with GSAT in the Philippines earlier this year, a Da Vinci-
Included in the upcoming original-content slate are seasonal specials
branded video-on-demand section rolled out on Korean e-commerce
around key IP, such as hands-on creative brand Marvelous Makes,
platform Coupang in summer, along with a daily Da Vinci Kids’
which Lloyd says “is a favourite for parents and kids who love making
programming block on MyTV Gold, a brand new kids channel operated
things together”.
by Hong Kong’s MyTV SUPER.
Building out its games offering,
Meanwhile, Da Vinci Kids’ sister
Da Vinci Kids will be launching its
service, preschool streaming app
library of maths games evaluated
Azoomee, launched globally on
for effectiveness and proven
Huawei MatePad T Kids’ tablets
to educate by Yale University’s
earlier this year.
Play2Prevent Lab.
Combined, Macadamia’s kids
In addition, the company has begun
producing
games
brands deliver learning in multiple
on
formats and promise a positive,
financial literacy. “This is a crucial
safe and ad-free environment
topic for parents as it helps kids
for children across the region. As
build important skills, but the
Lloyd says: “Our content helps
content for financial literacy is
kids build life skills, whilst having fun
hard to find. Our goal is to fill this
through unique hands-on activities,
gap,” Lloyd says.
interesting
She adds that the core mission
contentasia october 2021
facts,
interactive
challenges and great stories.” 23