Our Values and Beliefs


At the fore of all the work we do, is a respect for children’s developmental needs and a commitment to providing age appropriate media vehicles that help explore the critical concepts of fun, play, community and learning.

Our Values and Beliefs

Active Minds

We believe new entertainment and media technologies should provide healthy play environments, great cross-platform storytelling and explore avenues for character development. It should also challenge children both intellectually and physically and provide content that ultimately helps develop inquiring, knowledgeable and caring young people who are engaged citizens of the world

Me to We

We encourage industry partners to embrace progressive and responsible social themes as they develop media and digital products for a youth. Today’s youth are the Craig Kielburger, me-to-we generation. They are an increasingly critical and demanding audience, particularly around issues like the environment, global development, gender equality, stereotyping and poverty eradication.

Raising the bar

We appreciate that for many children and youth, the media role models behaviours and attitudes. This translates into an enormous responsibility for media providers and one, which we are privileged to have, and respectfully embrace.

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