Through a multi-platform content offer, based on high-quality productions with strong storytelling that can connect with audiences anywhere in the world, Liquid Rock is committed to providing a safe environment where kids can learn, grow and be entertained.
In an industry where content is abundant and the options for entertainment continue to multiply, the standards for quality are higher than ever before. Especially when it comes to kids’ content, as audiences are now more demanding of strong stories and characters, that can extend onto other platforms.
Aware of this new reality and through years of experience, Liquid Rock Entertainment has been able to meet this demand, putting together a catalog of content that’s not only entertaining, but also provides added value with captivating stories and characters that connect with young viewers across borders, is developmentally relevant, and can be accessed through multiple platforms.
Whether they’re working with creators, broadcasters, platforms, or toy companies, Liquid Rock always seeks to build long-term value, through visually bold, emotionally warm and inclusive content, that resonates across regions.
In the following interview with ttvnews, Roberto Mitrani and Xavi Mas, co-founders of Liquid Rock Entertainment, talk about the importance of offering content that kids can enjoy and parents can trust; they’re current outlook on the kids’ entertainment industry and how they’re adapting to new trends; and the newest additions to their catalog, including a major deal with BabyTV.
What is your current outlook on the kids’ content industry? What do you believe will be the main trends in terms of genres and productions for 2025?
The kids’ content industry is evolving rapidly, but we like to believe the fundamentals remain the same: strong storytelling, safe environments, and a meaningful connection with the audience. Parents today are more involved than ever – they want content they can trust, and that’s a key filter for success.
For 2025, we see strong momentum in preschool and early learning formats – content that’s both entertaining and developmentally relevant. Visually bold, emotionally warm, and inclusive content continues to resonate across regions. And more than ever, success is tied to having a smart digital strategy. It’s not enough to just have a great show – it needs to live across platforms and be discoverable where kids and parents are actually spending time. Blending creativity with strategy and stay adaptable to how audiences are really consuming content are compulsory.
What are the main challenges of producing kids’ content today? What do you look for when it comes to selecting projects for your catalog?
The main challenge is finding your place in an oversaturated market – especially when parents and platforms are demanding more from any content kids are subject to watch. At Liquid Rock, we split our approach: we team up as distributors for third-party shows, or we can team in a hybrid co-production + distribution formula. In addition, we are in the way to also develop and produce our own IPs.
When acquiring shows, we look for strong, travel-ready content with clear value for broadcasters and platforms – content that respects the audience and has the potential to grow into something bigger.
But our original productions or co-productions are where our DNA really shows. These are passion projects – we only move forward when there’s a strong idea, great partners to share the road with, and fun built into the process. It has to be something we love, believe in, and are proud to stand behind. That’s how we balance credibility and adaptability – by being selective, strategic, and committed to the long run.
Which are the star titles from your current catalog for the international market?
Right now, our latest highlight is BabyTV. It’s a game-changing brand in preschool, with over 100 trusted shows already localized in 17 languages like Charlie & the Numbers, The Jungle Book, Billy Bam Bam, Cuddlies, and Olly. These are properties that have already built deep trust with families globally – and now, for the first time, Liquid Rock is leading international distribution. That’s a massive opportunity, and we’re proud to help expand its reach on a global scale.
We’re very proud to partner with BabyTV, especially as it celebrates its 20th anniversary. This deal isn’t just about licensing content – it’s about building new bridges for a beloved brand that’s already touched millions of families.
While BabyTV is a cornerstone of our preschool offering, our catalog extends beyond that. We’re proud to be the global distributor for SuperThings: Rivals of Kaboom – Kazoom Power, a vibrant action-comedy series based on Magicbox’s hit toy line. The show has already secured key broadcast partners across Europe, including Gulli (France), Cartoonito (GAS, Eastern Europe, Benelux), ITVX (UK), and Panda (Portugal) and more to be announced soon.
Additionally, we’re co-producing The Secret Explorers, a CG-animated adaptation of the popular book series by Coolabi Group. This adventure series in co-production with Pixel Zoo targets kids aged four to seven and is backed by MGA Entertainment as equity partner on the franchise.
These titles exemplify our commitment to delivering diverse, high-quality content that resonates with children and families worldwide.
Unlike older generations, who accessed content solely on linear TV, having content available whenever-wherever they want is the norm for kids today. How do you think the streaming evolution has changed the business of how kids content is distributed?
It’s reshaped the entire ecosystem. Kids today are native streamers – they expect content to be available instantly and everywhere. That forces us as distributors to think differently: you can’t rely on a single launch window or territory anymore. The competition is tougher, but it also opens up more possibilities.
Streaming has made discoverability more important than ever, and that’s where digital strategy becomes essential. It’s not just about getting content onto a platform – it’s about knowing how to position it, how to keep it visible, and how to use data to drive smarter decisions. That’s why at Liquid Rock, we aim to bring smart, adaptable solutions to both classic and new players – whether you’re a broadcaster, a toy brand, or a digital-first platform.
In this regard, which platforms and territories do you currently work with? Which regions do you believe have the biggest potential for your content to grow in?
We work across a mix of linear, AVOD, SVOD, and FAST platforms – each market needs a tailored strategy. With titles like BabyTV, SuperThings, and The Secret Explorers in our catalog, we see big potential globally. These brands are designed to resonate across cultures and languages, making them ideal for international expansion.
Our partnerships span various regions, and we’re continually exploring new opportunities to bring our content to audiences worldwide. By leveraging our experience and strategic approach, we’re confident in our ability to grow these brands and reach new markets.
How do you see kids’ content and younger audiences evolving in the coming years?
We think younger audiences will continue to explore content in increasingly fragmented ways – jumping between video platforms, games, and interactive formats. But while habits change, some things stay constant: kids want to feel seen, engaged, and entertained. And parents want content that’s trustworthy and enriching.
That’s why we see digital strategy as a key part of the creative process. Content has to be built with distribution, marketing, and platform behavior in mind. There’s also a growing opportunity for IPs that can live beyond the screen – into toys, books, or experiences. That’s where Liquid Rock positions itself: not just as a distributor, but as a long-term brand partner helping IPs grow with purpose.
At Liquid Rock, we believe in doing things with passion, strategy, and respect for the audience. Whether we’re working with creators, broadcasters, or toy companies, we bring flexibility and a problem-solving mindset. We’re here to build long-term value – and have some fun along the way.
