We make money so we can make more good content, not the other way round. As a B Corp that ordering is written into our legal structure, this document maps out how we live by that daily.
Scope
What does "good" mean? Content made with care and without exploitation. It does not mean worthy. By that we mean good content can be silly, ridiculous, purely joyful. A child deserves the full range, escapism to education, and silliness earn their place as much as learning.
Who does it cover? Everything we make, in every medium. The children's rules are absolute because children can't consent to manipulation. For adult audiences the same principles apply; we don't want to make manipulative junk for anyone. "Kids" means under 16 (unless otherwise stated by bodies we are compliant with such as the ICO where “Kids” means under 18).
What about client work? Every brief runs through our Client Acceptability Matrix: not a set of automatic red lines, but a grown-up conversation about whether the work adheres to these principles. If it doesn't, we don't take it on, and the decision is logged as a cost. If a project's scope creeps into that territory mid-production, we openly raise our concerns with the client and share this manifesto.
The Seven Headlines
- Imagination trumps data. Data only looks backwards. It optimises toward yesterday's average, and every breakout was invisible to it until it existed. So the data never drives the creation, human imagination does. Data helps inform us what the audience thinks of content we’ve already made.
- We cherish the craft of animation. We don't outsource it. When our work happens beyond our own studio it's for co-financing/co-production reasons, or to utilise a skill beyond our in-house capabilities.
- No dark patterns. No exploitative monetisation. We let narrative drive engagement, not engineering. We don’t misrepresent content to maximise clicks or views. We keep pace with the research on how young audiences watch and play, and actively participate in research where appropriate.
- We'll always tell you what was made by a person and what wasn't. AI is a tool some of our artists actively want to use. It can help us create content that was previously out of scope. But we will be transparent where we do this - see our AI Manifesto.
- A balanced diet: kids need silliness and seriousness. We make both. Some of our shows exist purely to be joyful. Others teach the foundations of maths and other educational skills. We make both with the same care, because children need giggles as much as lessons, and quiet as much as excitement.
- We spend time helping the industry. Educational outreach, mentoring, workshops, steering groups, competitions and positive lobbying, on the clock. When studios are purely driven by profit alone, they extract from the talent pool and stay silent on policy; we treat the industry's health as part of the job, because our studio can only survive in a healthy industry and thriving talent pool.
- We’re transparent on our progress. We publicly map out our wins and our failures. The annual B Corp Impact Report shows where it worked, where it didn't, and what we’re fixing.
In our digital spaces for children
Safe by design. No public chat or messaging and no harmful extreme content. We do not currently support peer to peer communication for children. If this was to be explored, we would do so with support from child safety experts. For example, we would use preset emojis, allow and block lists and human moderation. Platform-approved parental verification gates are put ahead of any settings or external links.
No exploitative monetisation or harmful algorithms. For example, no loot boxes, no daily streaks or addictive loops; engagement is always driven from enjoyable experiences.
Private by default. No profiling, no geolocation, no personal data collected. Analytics keep the product working and able to meet positive audience requirements (COPPA and ICO Children's Code compliant) and do nothing else.
Tools parents can use. Clear services, optional dashboards and time limits. Our digital content meets COPPA, the ICO Children's Code, the Online Safety Act, KOSA and the Childnet guidelines and laws.
We listen, never assume. Children, carers, educators and specialists are treated as the experts they are.