In the following interview with ttvnews, Maggie Salas-Amaro Castellon, Director of Kids at Canela Media, talks about the group’s mission to celebrate Hispanic heritage with content that unites families, through entertaining stories that promote values, diversity, and education.
In an increasingly connected world, with diverse communities and blurring borders, it’s important for children to see themselves represented in the content they watch and find their voice in each story.
It is with this goal in mind that Canela Kids presents itself as an invaluable ally for parents and families in the Hispanic world, offering content that seeks to represent and celebrate Hispanic heritage on screen.
In fact, Canela Kids is one of Canela TV’s most-watched channels, reflecting the importance of children’s content for families looking to share entertainment.
In the following interview with ttvnews, Maggie Salas-Amaro Castellon, Director of Kids at Canela Media, shares her perspective on the current state of the children’s entertainment business, the latest developments in the Canela Kids catalog, its growth plans; and the importance of offering productions that promote diversity, inclusion, and education.
What is your current vision for the children’s content industry? What do you think will be the main trends in terms of genres and productions for 2025?
The children’s content industry is undergoing a significant transformation, driven by changes in consumer habits, technological advances, and a growing demand for content that promotes diversity, inclusion, and education.
Looking ahead to 2025, we are seeing several key trends, such as the increase in diverse characters in leading roles. A recent example is Elio, the new Disney film, which features a Hispanic lead character. This integration of Latino leads reflects a growing movement in the industry to better represent our communities on-screen.
What are the main challenges of producing children’s content today? What do you look for when selecting projects for your catalog?
At Canela Kids, we have produced SuperEllas (three seasons), Plaza Aventuras, and Hola + Romi. Although they are distinct offerings, they all share a common goal: to celebrate Hispanic heritage and offer educational content for our families.
The main challenges we face today are production costs, distribution, and licensing and merchandising strategies. Canela Kids is a brand developed by Canela Media, an emerging platform that is still building its reputation against giants like Netflix. This represents a challenge, but also an opportunity to offer fresh and authentic offerings.
What are the star titles in your current catalog for the international market?
We have a solid offering of global content such as Masha and the Bear, Transformers, Barbie, Captain Tsubasa, and Hot Wheels. Our AVOD (ad-supported content) model allows us to reach both Hispanic audiences in the United States and Latin America, offering an accessible experience with widely recognized titles.
One of our co-productions, Plaza Aventuras, won a Silver Telly. We’re excited to be able to create these cultural stories alongside Lingo Plaza and its creator, Lily Hagen.
Unlike previous generations, who accessed content only on linear television, having content available whenever and wherever they want is the norm for today’s children. How do you think the evolution of streaming has changed the business of distributing children’s content?
Streaming has radically transformed traditional business models. Today, we no longer talk about cable or broadcast television, but rather about on-demand platforms where payment models, exclusivity, and access are completely different.
YouTube, for example, leads the consumption of children’s content. Cocomelon is an emblematic case: it was born on YouTube and later consolidated on platforms like Netflix. Furthermore, exclusivity is no longer the norm. Many titles are available on multiple platforms, both paid and AVOD, which creates a more open but also more competitive ecosystem.
In this sense, which platforms and territories do you currently work with? In which regions do you see the greatest potential for growth for your content?
We currently work primarily in the Hispanic market in the United States and Latin America. Today, we see great growth potential among the Hispanic audience in the US, both due to its size and purchasing power. Mexico also represents a strategic opportunity due to its cultural and geographic proximity, and because its tastes tend to coincide with those of Hispanic audiences in the US.
How do you see the evolution of children’s content and younger audiences in the coming years?
Children’s content will take center stage on YouTube, where many of its content originated, and we will also see these genres grow in streaming. Currently, Canela Kids is one of the most-watched channels on the Canela TV platform. This is an indicator of the popularity of titles with co-viewing.
