Toca TV, the SVOD service launched by Spin Master-owned Toca Boca last year, will cease operations on March 31.
Launched with the intention of entertaining kids between five to nine, Toca TV was incidentally the Swedish app developer’s first foray into kid’s video offering thousands of pieces of licensed content and a raft of exclusive originals.
Following a June debut in Canada and a global rollout four months later, Toca TV was quick to secure third-party deals with leading MCNs like DreamWorksTV and BroadbandTV while also partnering with 100-plus indie creators.
But according to CEO Bjorn Jeffery of Toca Boca, nine months after the launch, things weren’t falling as easily into place on the subscription front.
“While we saw a lot of engagement with our content, the subscription model was new for us. And that was more challenging than we anticipated,” Jeffery averred.
“We did marketing activities, media buys and also cross-promotion in our own apps. A lot of people looked at it and appreciated the content, but it’s a model that takes time to build, and we foresaw difficulties to sustain a targeted level. Once we realized that, we made the decision to shut things down,” he rued.
The Brooklyn-based studio that houses Toca TV will still be in operation once the app closes down later this month, though the four employees who work on the platform’s tech functionality will leave the company. The rest of the Toca TV staff members who are responsible for content will remain on in other capacities.