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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

Serious Kids has been nominated as


at Cartoon Forum 2014 & 2023




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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.



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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. 






Thomas Gustafsson 
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!

Tetsu Shinagawa

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."

Nigel Plaskitt
Executive Producer, Monty & Co.

Genevieve and her team made things happen for us that we would not have dreamed possible when producing Monty & Co – including a sale to CBeebies.  She is always enthusiastic and motivated to go to the next level and we look forward to many more years of collaboration. 

Sebastian Debertin

Head of Acquis. & Co-Prod. ARD/ZDF

Working with Genevieve Dexter was always great. She is professional and experienced. She was key in creating and building a great programmes - I can highly recommend her.

Michael Carrington

Broadcast Executive | Kids-TV Veteran

With an enthusastic entreprenerial spirit and deep passion for children's programming, Genevieve is the perfect partner to lead you through the complexity of getting your show commissioned or distributed. No guarantees of course, but you will get a no-nonsense approach, enormous amount of expert knowledge, and a great big smile!

Alison Warner

VP, IP Sales, Acquisitions & Co-Productions

It goes without saying that Genevieve is incredibly well-connected, has a thorough knowledge of the children's business and the challenges that are faced when trying to finance projects. She is extremely focused and clear-thinking but is also great fun - a must for this business!

Dorien Laseure


Working with the team of Serious Lunch is absolutely fantastic. They did amazing things with the international distribution of our pre-school series Tik Tak. They know the market very well and are much appreciated internationally. The communication with Genevieve, Leila and Rick is open and smooth, never complicated. You feel that they are very passionate about the series they represent, I like that a lot. And of course they are just fun people as well!

Greg Childs

Children's Media Specialist

Genevieve is highly knowledgeable in her field. That is why we have turned to her on many occasions as a speaker or expert panelist for Children's Media Conference events. She is also thoughtful and analytical which makes her a perfect booking when explaining to newcomers the workings of animation financing, production, distribution and marketing. She is an innovator, which again makes her an invaluable guest, as she challenges our delegates as well as supporting them.

Natalie Dumoulin

VP Creative Affairs at 9 Story Media Group

Genevieve is the elusive triple threat in the Kid Biz..her expertise in financing, production and distribution make her an all knowing and brilliantly creative adviser on any project. She's also a fun person to hang around with!
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