By Adina Pitt

To mark Kidscreen‘s 30th anniversary, we’re pausing to look back—and to look ahead—at an industry shaped by constant change, creative risk and a stubborn belief that what we do matters deeply. Please join us as we celebrate three decades of proudly supporting that. And here’s to bravely embracing whatever comes next.

Thinking about the 10 key kids entertainment moments in the past 30 years immediately transported me to one of my favorite childhood memories. We lived in a house that had a small playroom with a white leather couch, all of our toys scattered about, a white wall on which we could color and paint, and a big television set. On Saturday mornings, we would sit in our pajamas with our cereal and watch the PBS lineup of Sesame Street, Mr. Rogers’ Neighborhood and The Electric Company. Afterward, we would watch Scooby-Doo in Spanish. (For years, I thought Scooby’s famous line “rut roh” was pronounced “root roh”—dubbing wasn’t particularly great back then.)

This memory made me smile. That was our time to hang out with our favorite characters in our special room. And decades later, I would proudly become part of the fabric of the kids entertainment community.

Looking back at some pivotal moments I experienced as a professional, there are several that stand out as game-changers.

1. The cable boom
The 1980s and 1990s were a time filled with optimism, money and growth. Nickelodeon spearheaded the move to cable, and then we saw Disney Channel and Cartoon Network emerge as power brands. We affectionately referred to them as “the big three.” The creative culture was front and center.

This was also a period when both on- and off-channel pro-social initiatives were prioritized in kids entertainment. Companies took creative risks, often reaping great rewards. They also had the stick-to-it-iveness to allow brands to be discovered organically and foster their growth. Great care was given to providing kids with safe, fun, innovative and educational IP choices.

2. The billion-dollar club
The financial goalpost of success has been influenced by the remarkable global success of several brands. It’s no longer just ambitious to strive to build billion-dollar franchises; it’s actually attainable.

3. M&A as the new normal
The expansion and contraction of companies has always existed. However, its impact has been particularly felt at kids companies worldwide. Chances are, if you’ve worked at a network or platform, you’ve experienced at least one merger or acquisition. Where will the pendulum land in the kids space, and what will the global kids space look like next?

4. Gaming 3.0 and community
From consoles to computers to handheld devices, games have historically provided kids with entire worlds filled with beloved characters and community. Integrating IPs into some of the most popular gaming worlds took on huge importance, as did the need to build a community around your brand.

5. The Netflix impact
For years, executives would speak of the future and success of the “à la carte” experience for viewers. Netflix proved these predictions to be correct, going through several iterations as a company before setting the standard for the world of SVOD entertainment. This not only changed consumer behavior, it also changed content financing, monetization and distribution models.

6. The YouTube effect
If you think Netflix and the evolution of gaming changed kids entertainment, it’s difficult to fully encapsulate the impact of YouTube. Every consumer can be a creator and manage their own brands. It’s the ultimate “golden ticket” if you hit it big—and it’s equal parts exciting and overwhelming for traditional executives, creatives and consumers.

7. The diversity & inclusion dance
For years, it was critical to strive to represent all kids in IPs. Visible diversity played an essential role in countless brands and creators striving to have authentic and diverse voices—both in front of and behind the camera—and this has now expanded into representation of neurodiversity as well. Executives made it a priority to provide the opportunity for kids to experience the joy of exploring diverse stories and storytellers.

8. The female leader
It was inspiring to see so many women at the helm of kids companies and brands, both big and small. For decades, much of the global kids landscape was shaped in large part by remarkable women. They touched every aspect of kids entertainment, including—but not limited to—content creation, publishing, legal and business affairs, consumer products, programming, ad sales, content distribution, marketing, research and business development.

9. The global voice
You can’t reflect on kids entertainment without acknowledging the pivotal role of global voices and styles, as well as the importance of the independent producers and distributors. Highlights include Japanese manga and anime; the incredible storyboards and ideas from France and Canada; the great IPs coming from the UK, Australia, Ireland, Brazil and Africa; and the groundbreaking live-action series from Germany and Latin America. Generations have grown up watching kids content from all over the world.

10. The AI relationship
Everyone needs to learn and get comfortable with AI, even at the most basic level. Bottom line: The more you understand it, the less threatening it feels. The kid consumer doesn’t know a world without it.

The future of kids entertainment is in our hands to shape. I’m reminded of the importance of culture as essential for any strategic success. I’m inspired by global voices creating ideas for future generations to love. I’m hopeful that all of the core values that built the kids entertainment industry will be embraced as the landscape evolves. And I’m confident that our industry continues to make space for content that will serve the most important audience in the world—kids.

Adina Pitt a global children’s media content & strategy specialist who was most recently VP of content acquisitions, partnerships and co-productions for kids & family at Warner Bros. Discovery.

This story originally appeared in Kidscreen‘s Q1 2026 magazine issue.