PlayKids
- Open roles
- 0
- Founded
- 2013
- Employees
- 201-500
- Offices
- 3
About PlayKids
PlayKids is a Brazilian children's edutainment company combining digital learning, educational games, animated content and physical book subscriptions. Created within Movile in 2013, it began as an ad-free mobile environment for toddlers and preschoolers. Its early application used a virtual train to help children explore cartoons, mini-games and lullabies, establishing a format built around accessible, age-appropriate discovery.
The flagship application, now marketed as PlayKids+ and PlayKids Learning, brings together videos, nursery rhymes, interactive books and educational activities. Available across mobile devices and selected Smart TV platforms, it supports early childhood learning through entertainment, with an emphasis on cognitive and social-emotional development. The company's digital offering combines curated programming with original animated characters and interactive experiences.
Digital learning and children's literature
PlayKids expanded beyond screens through its 2016 acquisition of Leiturinha, a children's book subscription service. Leiturinha supplies age-customized books, developmental letters and pedagogical activities, connecting literature curation with learning at home. Its physical subscription model complements PlayKids' digital applications and reading experiences.
The company has also developed original animated programming and a range of reading, activity and family communication products. Its historical portfolio includes interactive stories and preschool activities, alongside original characters such as Junior, Theo, Kate, Mimi and Lupi.
PlayKids' distribution combines direct subscriptions with television platforms, telecommunications partnerships and carrier billing. The report identifies availability across more than 180 countries, with Brazil, North America and Europe among its principal markets. Smart TV distribution includes VIZIO and LG, extending access beyond phones and tablets.
Ownership and evolution
Sandbox Group acquired PlayKids and Leiturinha from Movile in February 2022. PlayKids continues operating within the group's learning and media portfolio. In August 2026, PlayKids Learning and the FamilyEducation parenting network were brought together under FamilyEducation by PlayKids, connecting children's learning content with advice and developmental resources for parents.
PlayKids also originated the multiplayer game PK XD. That development team became the separate company Afterverse in late 2020, leaving PlayKids focused on early childhood edutainment and children's literature.
More about PlayKids
Leadership history
Guilherme Martins founded Leiturinha and joined PlayKids as CEO following its 2016 acquisition. At the February 2022 Sandbox transaction, he continued leading Latin American operations; the report does not establish a later executive appointment.
Content and distribution partnerships
Early licensing agreements with Sesame Workshop, PBS Kids and Disney helped build the platform's programming. PlayKids Stories subsequently included animated reading titles from Disney, Pixar, Marvel and Sesame Workshop.
A later partnership with Wister expanded telecommunications distribution and direct carrier billing across the UK, France, Germany, the UAE and the Netherlands.
Product safeguards and historical reach
The flagship platform is reported as kidSAFE certified and COPPA compliant. During its early international expansion, PlayKids reached the top position in the Kids and Education application categories in more than 20 countries.
Notable credits
12 creditsOffices
Current and former locations of PlayKids
- Av. Doutor José Bonifácio Coutinho Nogueira, 150, Conjunto 01, Jardim Madalena, Campinas - SP, CEP 13091-611, BrazilCampinas, São Paulo, Brazil
Campinas office
HeadquartersRegistered corporate headquarters and primary technology center.
- Poços de Caldas, Minas Gerais, Brazil
Poços de Caldas offices
About this office
**Office** Status: active Address: Av. João Pinheiro, 665, Bloco 1, Campo da Mogiana, Poços de Caldas - MG, CEP 37701-880, Brazil Operational branch supporting Leiturinha editorial work, book curation, subscriber fulfillment and customer service. --- **Office** Status: active Address: Estrada do Cristo Antonio Soares Sobrinho, 2300, Container Bloco A, Centro, Poços de Caldas - MG, CEP 37701-970, Brazil Separate storage facility registered under branch CNPJ 23.909.174/0002-58.
- Poços de Caldas, State of Minas Gerais, Brazil
Poços de Caldas office
- 440 N. Wolfe Rd, Sunnyvale, CA 94085Sunnyvale, California, United States
Sunnyvale office
Former officeOpened 2014
Former temporary leased space at the Plug and Play Tech Center, used during the initial North American expansion in 2014–2015.
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