Sandbox Group, the global leader in learning-focused entertainment, has announced a new partnership with Safaricom, Kenya’s largest telecommunications provider, to bring its award-winning PlayKids+app to millions of Kenyan families.
This launch marks Sandbox Group’s African debut and the first step in a broader regional expansion across Sub-Saharan Africa. The PlayKids+ app—already a trusted resource for families worldwide—offers thousands of games, videos, and activities, all designed by education experts to support early childhood development in a safe, ad-free environment.
Available in Kenya through Safaricom’s extensive mobile network, the app will deliver beloved characters such as Baby Shark, Bob the Builder, Pocoyo, and a growing catalogue of interactive learning experiences directly to mobile devices. Customers in Kenya can access the platform for KES 20 per day by activating the service through Safaricom.
Safaricom, the leading telecommunication company in East Africa, is known not only for its technical infrastructure and award-winning mobile payment platform M-PESA, but also for its deep commitment to social impact and youth empowerment.
Bernarda Duarte, VP Global Partnerships of Sandbox Group, says: “This launch is a major milestone in our mission to deliver high-quality educational content to children everywhere. With Safaricom’s impressive reach and commitment to digital inclusion, PlayKids+ is now just a click away for millions of young families in Kenya. We’re thrilled to be starting this journey with a partner that shares our belief in transforming lives through meaningful, accessible innovation.”
Fawzia Ali, Chief Consumer Business Officer at Safaricom, adds: “We are proud to be the first in Africa to launch PlayKids+, as we continue our digital transformation journey, partnerships like these help us deliver services that truly enrich the lives of our customers and help lift up the next generation.”
PlayKids+ supports early learning, literacy, creativity and emotional development, offering parents peace of mind with a COPPA-compliant, ad-free and multi-platform experience.
With this launch, Sandbox Group deepens its international expansion strategy and reaffirms its commitment to “nutritional entertainment” and to providing fun, meaningful content that helps children grow while they play.
For more information please contact:
Agnes Lesti: Comms and Partnerships Manager at Sandbox agnes.lesti@sbxgroup.com
About Sandbox Group:
Sandbox Group is the global entertainment and learning company offering a seamless ecosystem where digital and physical experiences enrich each other, paving the way for innovation, growth, and a deeper impact on our young audience’s lives. Sandbox Group’s brands include PlayKids+, the first edutainment app that grows with the kids, Focus, cognitive training app for over 40s, and Leiturinha, Brazil’s No1. kids book subscription service. Sandbox partners with 20+ leading Telcos, PayTV and streaming players globally including T-Mobile US, Amazon, TIM, Sky Brasil, United Media and more.
About PlayKids+:
https://playkids.com/en
PlayKids+ is Sandbox Group’s flagship edutainment app for children aged 0–8. Loved by over 2 million families worldwide, it offers more than 5,000 videos, songs, games and books in multiple languages. Created with education experts, the platform promotes holistic development while ensuring a safe, screen-time-positive environment for kids.
About Safaricom:
https://www.safaricom.co.ke/
Safaricom is the leading telecommunication company in East Africa. Our purpose is to transform lives by connecting people to people, people to opportunities and people to information. We keep over 49 million customers connected and play a critical role in the society, supporting over 1.1 million jobs both directly and indirectly while our total economic value was estimated at KES 562 billion ($ 4.3 billion) for the 12 months through March 2024.
Listed on the Nairobi Securities Exchange and with annual revenues of close to KES 388 billion as at March 2025, Safaricom provides connectivity through a wide range of technology, 2G, 3G, 4G and 5G in aggregate covering over 99% of Kenya’s population.
We run the world’s largest mobile payment system and Africa’s largest Fintech, M-PESA, the world’s first mobile money transfer system. By empowering over 34 million customers to transact, save or borrow money through their mobile phone, M-PESA has driven financial inclusion in Kenya to 83.7% in 2021 of the adult population from a low of 26.7% in 2006 and generated over KES 161 billion in revenue as at FY25.
Our subsidiary, Safaricom Telecommunications Ethiopia, has deployed a world class network and services to contribute to Ethiopia’s digital transformation.
Safaricom is an equal opportunity employer, actively recruiting staff from different backgrounds reflecting the communities that we serve. We are committed to equal gender representation at all levels. Our target is to achieve 50:50 senior management gender parity by 2025.
As part of our ongoing commitment to the Sustainable Development Goals (SDGs), we continue to work towards improving energy and resource efficiency in our network and facilities to reduce carbon emissions and our fuel consumption. We remain committed to becoming a Net Zero carbon-emitting company by 2050.
For news, please visit: https://www.safaricom.co.ke/media-center
Media Related Queries and General Enquiries: PRComms@Safaricom.co.ke
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