In a digital market dominated by metrics and algorithm obsession, Totoy, a global creator of children’s entertainment, decided to operate against the grain.
While a large part of the creator economy adapts content to what the platform requires, the Brazilian company invested in something less immediate and potentially more valuable in the long term: building a brand, characters and intellectual property.
“We didn’t think about meeting the algorithm. We thought about families”, says André Vaz, CEO and co-founder of Totoy, in an interview with From Zero to Top.
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The choice transformed the company into a rare case in the Brazilian digital ecosystem. What was born on YouTube in 2015, in an improvised way, is now worth more than 500 million reais and is one of the largest entertainment companies in the world.
Totoy has accumulated billions of views on the internet, is in 230 countries, has been translated into more than 30 languages and reached Netflix’s Global Top 10. Growth that includes licensed products, a park and an international feature film in production.
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From YouTube to the world
Totoy emerged in 2015 and started lean, with simple videos produced using common toys. The initial objective of André and his wife, Isa Vaal, as soon as they moved to the United States, was to test formats and understand the behavior of children on digital platforms.
Over time, the company evolved into its own productions, created original characters and structured a multiplatform ecosystem.
“In Brazil we are on Gol, Azul, the Middle East, Canada. Today José is the number 1 most watched property on Netflix LATAM. For two weeks it was the most watched property in the world on Netflix without being available worldwide”, says the executive.
For André, audience is important, but the real value is in building proprietary assets. Totoy’s strategy doesn’t just target views or advertising revenue. The focus is on characters, licensing, new brand extensions and long-term monetization.
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“Intellectual property is a very strong business. Totoy is a Brazilian brand born in Brazil that can export culture”, he states.
Even with its global reach, according to the CEO, the company maintains a relatively small structure. The main production takes place in São Paulo, while the international front operates from the United States. According to André, there are around 30 people directly involved, a number that varies depending on the projects in progress.
“We have a team in São Paulo, where the bulk of the operation takes place, and a team in Los Angeles. It’s a small team, more focused on strategy, business impact and content curation.”, he explains.
Cinema, licensing and AI
With its consolidated digital operation, Totoy now expands its focus to new growth fronts.
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“We have feature films, documentaries, expansion of the licensing process worldwide and fundraising with investors”, says André.
The company also wants to occupy space in a new frontier using artificial intelligence applied to children. For the founder, there is a relevant gap in this market.
“The child, to some extent, is being neglected in this process. We believe that it is possible to create a new mechanism where the child can learn and develop through artificial intelligence and not simply be a victim of this movement”, he states.
To find out more details about Totoy’s story, see the full episode on . The program is available in its podcast version on the main streaming platforms such as , , , and
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About From Zero to Top
The Do Zero ao Topo podcast is a production of InfoMoney and brings, every week, the stories of prominent women and men in the Brazilian market to tell their story, sharing the biggest challenges faced along the way and the main strategies used in building the business.
