Banijay Kids and Family, the dedicated production, distribution and sales division for children’s programming at Banijay.
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Banijay Kids & Family and TheSoul Publishing Expand Global Partnership

Posted: 8 Sep 2025

Rollout of localised YouTube and FAST channels accelerated, alongside Totally Spies! x 5-Minute Crafts collaboration

Banijay Kids & Family, a global leader in children’s entertainment, behind hits like Totally Spies! and Mr Bean: The Animated Series, today announces the expansion of its strategic partnership with leading creator business platform, TheSoul Publishing. The next phase launches with a creative crossover between the iconic Totally Spies! and the globally popular 5-Minute Crafts. Alongside this, the companies are rolling out localised versions of their joint YouTube and FAST channels and expanding AVOD coverage to include LSP and BPO languages.

At the heart of the expansion is a three-video content collaboration blending the spy-themed adventures of Totally Spies!, with the hands-on creativity of 5-Minute Crafts. It will debut across TheSoul Publishing’s most influential English-language channels, before expanding to its extensive network of local-language platforms, reaching millions of non-English-speaking fans worldwide. The content will also feature across all Totally Spies! branded digital pages, ensuring maximum visibility and engagement across owned and partner platforms.

“We’re seeing fantastic results from our partnership with TheSoul Publishing, growing global reach with strong engagement across platforms. This next phase enables us to extend our footprint to broader international audiences, while the Totally Spies! x 5-Minute Crafts collaboration introduces fresh new content, which is central to our digital growth strategy.”
Dan Lewsey
Global Head of Digital, Banijay Kids & Family
“This expanded partnership with Banijay Kids & Family unlocks new ways for us to combine beloved storytelling with innovative audience engagement. By blending the creative worlds of Totally Spies! and 5-Minute Crafts and launching localised FAST and YouTube channels, we're giving fans worldwide more opportunities to connect, interact, and discover. Our collective focus is on distributing creative, positive content in new formats and languages, ensuring millions of families can experience these shows however they choose.”
Jonathan Shrank
VP of Streaming & Content Partnerships, TheSoul Publishing

Banijay’s Kids & Family team specialises in content creation, SEO indexing, online activation, and audience engagement, overseeing Banijay Kids & Family’s digital strategy, FAST channels, social media, and presence across Amazon, Meta, TikTok, X, YouTube, and VOD platforms. In addition to supporting the company’s portfolio of brands, the division also partners with third-party IP owners to grow and amplify their brands across digital platforms.

Banijay Kids & Family’s collective of first-class producers and talent is behind some of the biggest kids’ brands in the world. As brand builders and experts at amplifying IP, it delivers creative and impactful 360 brand strategies for its shows.

Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment.

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