Serious Kids is focused on the worldwide exploitation of animated and live action content, formats, music and merchandising rights to a select portfolio of high quality children’s and family programming from all around the globe.
We represent Oscar winning studios; Studio Ghibli, See Saw and Zeilt Productions as well as BAFTA winning Maverick and Dot to Dot. We nurture content from up and coming producers including Comma Studios and Gigglebug Entertainment and work with classic IP companies including The Astrid Lindren Company, Platinum Films and Tulipop.
Serious Kids was originally founded in 2011 by Genevieve Dexter as an executive production company (Serious Lunch) and has rebranded to reflect its growth into a strong team specialising in IP exploitation, investment and production finance.
MIP Stand 2022
FOUNDER & CEO
Genevieve has worked in children’s television entertainment for over 30 years and is based in London.
Genevieve is well known for founding CAKE Entertainment in 2001 which she sold to Zinkia in 2011. She then established her executive production company, Serious Lunch, which has recently rebranded as Serious Kids to reflect the growth of the company in the field of children’s IP brand management. She also founded Eye Present an animation studio which develops and produces children’s and family intellectual property with unique provenance. Eye Present is a joint venture with Squint/Opera.
Genevieve is an expert in producing children’s and family programming. She has also a passion for identifying and rolling out multi-platform programming internationally, notably ‘Ronja, the Robber’s Daughter’ (Emmy Award for Best Animation), ‘Operation Ouch’ (double BAFTA winner) and ‘Total Drama Island’.
Her Executive Producer credits include:
‘Best & Bester’ – Viacom CBS, Nelvana, Gigglebug, YLE
‘Monty & Co’ – Cbeebies, Pipkins Productions
‘Tee & Mo’ – Cbeebies, Plug In Media, TVO, Radical Sheep.
‘Messy Goes to Okido’ – Cbeebies, Doodle Productions
‘Horrible Science’ - Toff Media, CiTV, ABC, Discovery Kids.
‘Angelo Rules’ - TeamTo, France 3, RAI and Cartoon Network
‘Ebb & Flo’ - Canning Factory, Milkshake, Hahn Film & WDR
‘King Arthur’s Disasters’ - ITV and Zenith (BAFTA nominated)
‘Edgar & Ellen’ – Nickelodeon, YTV, Bardel and Star Farm
‘Skunk Fu!’ - BBC, Super RTL (BAFTA nominated)
‘Oscar’s Oasis’ - TeamTo and TF1.
SVP, GLOBAL DISTRIBUTION & COMMERCIAL DEVELOPMENT
Leila is a successful media professional with a consistent record of selling big brands and experience in the exploitation of kids IP and rights management, with a focus on TV distribution and strategic brand building across Consumer Products, Retail and Marketing.
Leila began her career at HIT Entertainment and subsequently held senior roles at London based Entertainment Rights and CAKE (where she previously worked for Genevieve). Most recently, Leila served as SVP of EMEA Distribution and Consumer Products at Saban Brands until 2018, where she oversaw the EMEA operations with a focus on Power Rangers.
Leila joined Serious Lunch as the Director of Global Sales. As part of the Serious Kids company’s expansion plans, Leila has been elevated to SVP Global Distribution and Commercial Development where she will spearhead sales as well as help lead the business’ strategic growth and new partnerships.
Head of Film, TV & Music the Astrid Lindgren Company
Choosing Serious Kids and Genevieve Dexter, together with our friends at Studio Ghibli, as our international distributor and sales agent for the Ronja, the Robber’s Daughter animated TV series (based on the acclaimed novel by Astrid Lindgren) has been a decision that we’ve not regretted! Having successfully sold this Emmy Awarded TV series to more than 30 markets, despite the changing TV landscape, to a mix of PBS, streamers and local distributors well matches our high expectations! With new markets and partners coming onboard on a continued basis, and given upcoming extensions, it was an easy decision to extend our successful partnership for a new contractual term.
Additionally, we appreciate the punctual reporting, easy access, quick response times and our regular strategy and sales meetings. Last but not least, the team at Serious Kids is also seriously pleasant to work with!
Deputy Director, Legal and Administration. Studio Ghibli, Japan
Serious Kids has an enthusiastic team that specialises in global animation marketing. Thanks to them, “Ronja, the Robber’s Daughter” has reached a wide audience across the world."
Executive Producer, Monty & Co.