Sky Kids

Let’s play

Sky is well-known and loved in homes across the UK. But a very grown-up brand saw an opportunity to grow into a much less grown-up space. We helped Sky have a little fun and get a little messy with the launch of Sky Kids.

Entertainment for Gen Z

Technology is allowing us to unlock our imaginations in incredible new ways. Entertainment is more immersive and personal. And for one in three kids with their own tablet, their favourite shows, characters and games have never been more alive.

At the forefront of entertainment, we saw that Sky could create a playful, exuberant and safe experience for kids to love.

A grown-up brand that can entertain children

Sky has thousands of children’s favourites, from Peppa Pig to Octonauts. But Sky Kids would need to be a place where kids could make their own choices, where they could play and learn. So kids are guided by their Sky Buddy. There’s character-driven search, parental controls, and a host of other features designed specifically around parents and children.

A connected experience is critical to help kids play and learn – in look, feel and functionality. We worked with USTwo (UX and UI) to bring the two together. We set out the brand idea, ‘let’s play’, developing the design principles and creating a bright, simple brand experience that is distinctively Sky - but with a little messiness.


‘Let’s play’ opens the doors for Sky to be innovators in interactive learning and education in the future. Sky Kids is ad-free and included at no extra cost with many Sky packages, earning it a trusted place in people’s lives.

From here Sky can offer more engaging entertainment experiences to customers as technology throws up ever more exciting opportunities. So for a new generation, Sky can remain a leading creative business.