“There are poop jokes throughout Toca’s canon,” jokes Milligan.
Anything overly-wholesome, vapid or brand-made is cast aside. Videos that are aspirational yet attainable score highly, as do videos starring children or with a strong emphasis on diversity and play. Every video included in the app has been watched by a Toca Boca employee and has passed a score for suitability on an in-house Toca TV rating system. Unlike other services which create a wall between videos for adults and videos for children, Toca TV blends the two together while still ensuring the children are safe.
It's a less formatted approach to what video could be for kids and we felt this was a really good opportunity." That, he continues, has been the driving force behind the development of Toca TV: children don’t just like watching video created for children. “Whether that's a Vine or a YouTube video or Snapchat video or a full-blown Pixar movie, they can all be great from a kids perspective or they can all be not great. Stats are unnecessary, it’s an explosion.” Work on Toca TV started in 2014 and for Jeffery the eureka moment came when he realised that children, within reason, will watch anything. "For a modern kids brand, we need to have a presence in video.
"I think what we underestimated was how long it was going to take before we could focus on anything else,” says Björn Jeffery, founder and CEO of Toca Boca, joining in a conversation with his Toca TV team from his office in Stockholm.
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