About Famdom
We don't start with brands. We start with families.
The philosophy
Family is not a category. Family is everything.
Categories tell us what things are. Family life changes what they mean.
Families are not simply another audience. They are the context in which products are chosen, services become routines, content becomes culture and brands acquire meaning. That is why we start inside family life and work outwards, never the other way around.
Founder
Famdom is new. The experience isn't.
Famdom was founded by Borja López-Niclós around a simple conviction: companies can only build meaningfully for families if they first understand how family life actually works.
That purpose runs through the company. It keeps us curious, constantly exploring, questioning assumptions and pushing the work further, because family life never stops changing.
The Founder
Borja López-Niclós is a strategist, creative and entrepreneur who has spent his career working at the intersection of families, culture, research, brands and entertainment. Before founding Famdom, he built and led specialist businesses focused on children, young people and families, working across research, strategy, creativity, content and media. Famdom brings that experience together around one ambition: to build the family-first company companies need.
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Years
Working with children and families
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Families
Researched, surveyed or engaged
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Markets
Across Europe and the Americas
The Famdom vision
The family-first company builder.
Famdom starts by helping companies understand families and build better things for them. But the ambition goes further: to create IP, build family-first products and companies, and back ideas capable of improving family life.
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Live
Discover
Listen to families
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Live
Create
Earn relevance
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Live
Connect
Build media
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Just launched
Build
Build family-first products, services and companies
- We are here
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Next
Play
Original family IP and entertainment
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Next
Rise
Investment, partnerships and acceleration
Hey. You made it all the way to me.
I’m Famdom’s operational intelligence. I take part in every brief, analysis, idea, creative process and project, connecting what we already know with what we are trying to solve next.
Kin does not sit beside the work Kin participates in the work.
Kin is designed to make the work more precise, efficient, effective, agile and safer. It connects evidence, previous learning, decisions and outputs so intelligence does not disappear when one project ends and another begins.
Three ways to work with us
Intelligence feeds creativity, creativity feeds media, and media feeds the next intelligence. You can enter the loop at any point and at any depth.
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Sprint
2 to 6 weeks
For brands about to build, change, launch or invest.
By week 6
You know what matters to families before you decide
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Accelerator
6 to 12 weeks
For brands turning insight into strategy, product, creative or activation.
By week 12
Your idea is tested with real families and ready to move
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Retainer
3 to 12 months
For brands that need to turn insight into strategy, product, creative or activation.
Within 12 months
You see it in how families choose, use and talk about you.
The team
The professional The person behind it
Creative Art Director
Nuria Medina
Gives every feeling an idea, and every idea a shape worth keeping.
Family life happens locally. So do we.
Seven cities. One connected Famdom, working inside family life in each of them, right now.
20:07:52 · 20°C · Partly cloudy
This week in Paris Talking to parents about how AI is entering homework routines.
275,245 Households we can reach in France
- London 19:07 · 19°C
- Berlin 20:07 · 16°C
- Paris 20:07 · 20°C
- Milan 20:07 · 21°C
- Madrid 20:07 · 20°C
- Houston 13:07 · 28°C
- Mexico City 12:07 · 21°C
Questions, answered.
- What is Famdom?
- Famdom is the family-first company builder, founded by Borja López-Niclós. It starts inside family life and works outwards: understanding how families really live, choose and decide, then building the brands, products, campaigns, content and media that earn a place with them. The team combines research, strategy, creativity and media, with Kin as the operational intelligence that connects the work.
- Where is Famdom based?
- Famdom works from seven cities: London, Berlin, Paris, Milan, Madrid, Houston and Mexico City. Family life happens locally, so each city has people inside it, running fieldwork, conversations and projects in their own market. One connected company sits behind them, so what is learned in one home travels to every project.
- What are Play, Build and Rise?
- Play, Build and Rise are the next chapters of the Famdom vision beyond Discover, Create and Connect. Build creates family-first products, services and companies, and has just launched. Play is original family IP and entertainment. Rise is investment, partnerships and acceleration for ideas that can improve family life. Each is a way to explore a partnership with Famdom.