Juan Baixeras will lead 2bkids as general manager. He joins from Zinkia Entertainment, the production company behind pre-school animation brand Zinkia.
2bkids is 2btube’s first move outside the Spanish-speaking markets and will be supported by 2btube’s 60-strong team based in Madrid, Miami and Mexico City.
Dedicated to kids and family content, 2btube claims that the new service already includes 30 channels, receiving more than 80 million monthly views and will focus on bringing together independent creators, content IP from the kids industry.
“2bkids is a new adventure for 2btube. When we noticed that more than 15% of our audience of 500 million video views a month was coming from pre-school content we decided to step-up our efforts and hire Juan to launch 2bkids,” said Bastian Manintveld, executive chairman of 2btube.
Baixeras said: “Digital platforms are increasingly important to both independent as well as industry producers of children’s content. Few teams are as well organised and prepared to capitalise on this as the 2btube team, and it will be a great pleasure to build 2bkids together.”