Plim Plim arrived in Spain already loved by children, trusted by parents and backed by major partners. The next step was building the brand recognition to match that ambition, in Spain and across Europe.
Plim Plim had already grown from a YouTube hit into a multiplatform preschool franchise, with the creative and commercial groundwork in place.
What it hadn't yet built was a strong presence outside Latin America. Before investing in a European push, Plim Plim needed to understand where it actually stood with Spanish families, and what would move them from unaware to engaged.
The family truth
"I choose it, he watches it."
For a preschool brand, the real challenge is to win the child's attention and the parent's confidence at once. Content can captivate a three-year-old completely and still never make it into daily rotation, because it's the parent who decides what plays, what's trusted, and what earns a place in the home.
Test perception before assuming a product problem.
We ran quantitative research across 800 parents and qualitative sessions across two age groups to separate two very different questions: do families like Plim Plim once they encounter it, and do they encounter it at all. That distinction reframed the entire market-entry strategy, from "improve the product" to "close the discovery gap."
Cultural receptivity study
Quantitative research with 800 parents of children aged 0-6, combined with qualitative sessions across two age cohorts, measuring awareness, engagement, brand perception and purchase intent.
Fandom engine model
A child and parent framework mapping how preschool affinity actually forms, from sensory capture through to daily ritual and cultural memory, identifying exactly where Plim Plim's growth was currently blocked
Commercial prioritisation framework
A category-by-category roadmap for licensing and retail (toys, education, apparel, live experience), with entry criteria for each.
We delivered a market study that became a market entry plan, with validated demand, a brand and commercial strategy built around it, and a tactical roadmap ready to launch.
Famdom can find exactly where a beloved brand is failing to convert affinity into a loyal audience, and turn that gap into a market-ready entry strategy.
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