Netflix Kids: Grow Up Bold
Empowering the Next Generation of Storytellers
The Ask:
Create a brand platform and launch a campaign that positions Netflix Kids & Family as the trusted, go-to destination for differentiated, high-quality kids’ entertainment. The goal: Make Netflix the #1 entertainment choice for kids and parents by 2025—whether kids are watching independently or enjoying time together as a family.
Insight:
Parents are constantly balancing the need to entertain their kids with the desire to nurture their growth. At the same time, kids crave stories that fuel their imagination, curiosity, and sense of possibility. Families aren’t just looking for screen time—they’re looking for meaningful screen time that supports creativity, learning, and fun.
The Strategic Solution:
We built a brand platform rooted in a powerful belief: Netflix empowers kids of all ages to unlock their innate potential while supporting parents in the hardest job of all—raising bold, curious, and compassionate humans.
The creative idea celebrated the magic of storytelling as a tool for growth, bonding, and self-discovery. It came to life through:
A hero brand film capturing real family moments of discovery, imagination, and joy
Targeted campaigns across TV, digital, social, and product UX touchpoints
Messaging tailored to both parents (trust, quality, enrichment) and kids (fun, imagination, empowerment)
Results:
Positioned Netflix Kids & Family as a destination beyond passive entertainment—an active partner in raising confident, curious kids
Built a cohesive global brand presence with scalable toolkits for markets worldwide
Contributed to growth in Netflix Kids’ engagement and brand trust among families
Grow Up Bold
Netflix is about empowering kids of all ages, unleashing their innate potential, and helping parents do the hardest job of all—making sure their kids grow up bold.
OOH
AR DOORWAYS
Being bold means diving into new experiences. Let’s give kids the chance to step into Netflix worlds through AR—exploring favorite shows, discovering new adventures, and learning along the way.
WeeMote Control
A kid-friendly WeeMote with seven customizable buttons—giving parents control and kids easy access to their favorite Netflix shows.
When I Grow Up
Let’s create new, aspirational show categories based on the professions kids dream of, better preparing them to Grow Up Bold.
Feature underrepresented celebrity families as Netflix curators, sharing what they’re watching and inviting audiences to watch and react with them.
Family to Family
Outside the Box Boldness
Bring Netflix shows to life with educational subscription boxes—hands-on activities, collectible artifacts, and AR experiences that let kids learn alongside their favorite characters.
Netflix Weekly
A weekly email for parents featuring trending topics, cultural moments, and curated Netflix content to explore together.
Not Your Typical Family
At Netflix, there’s no one way to be a kid or a family—every story is unique, and everyone’s welcome.
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Anything but Typical
Showcase the diverse families behind Netflix creators in a content series that highlights their journeys and inspires others to follow.
The Netflix Academy
A masterclass for kids, taught by the artists behind their favorite Netflix shows—turning curiosity into creativity on Netflix Futures.
Real. Bold. Kids.
Spotlight real kids doing incredible things in a content series featured alongside their favorite Netflix shows.