25 Years of Innovation in Animation: A Candid Q&A with Kumar, CEO of Toonz Media Group

Introduction:
This is the written version of the podcast featuring P Jayakumar, Founder & CEO of Toonz Media Group, hosted by Atul from Vitrina. Presented in a Q&A format for quick reading, this transcript captures Kumar’s deep insights on building a global animation powerhouse from India, major global partnerships, IP development strategies, co-productions, AI-driven transformation, and his 2024 outlook.

1. Vitrina: Kumar, could you introduce yourself and Toonz Media Group for our audience?

Jayakumar:
“Toonz is celebrating its 25th anniversary. We started in India when it wasn’t even on the animation map. We built the first animated TV series and feature film in India. Over the years, we’ve grown into a global company with facilities in India, Ireland, Spain, New Zealand, and Turkey, and a team of 600+. We’re a full-service studio, from script to screen, with distribution based out of Paris and Madrid. We also run a platform business through Toonz Media Networks in Dubai and have an educational arm that’s trained over 10,000 students. We’ve played a role not just in building a company, but in helping establish an entire industry in India.”

2. Vitrina: How did you grow your global presence, and what kinds of facilities does Toonz operate today?

Jayakumar:
“In India, we have a large 2D and CGI production team. In Ireland, we run a full post-production and live-action studio. In Spain, we acquired Imira Entertainment and turned it into a hub for Spanish and LATAM content. We have a facility in Auckland, New Zealand, and an associate studio in Istanbul. In Dubai, Toonz Media Networks manages our platforms. Across these geographies, we provide end-to-end services and have significant partnerships in both TV and film distribution.”

3. Vitrina: Could you share more about your key partnerships in the U.S. and globally?

Jayakumar:
“We’ve done both service work and co-productions with major studios. Our first big co-pro was with Hallmark for Finley the Fire Engine, which sold to 200 countries, with BBC as broadcaster and Mattel as toy partner. We co-produced with Paramount (Dragonlance), Sony (Playmobil), and Marvel (Wolverine and the X-Men), which was a huge success. We’ve made feature films with NBCUniversal and shows with Disney Channel, Nickelodeon, Lionsgate, and more. We’re currently developing Sunny Con with U.S. partners.”

4. Vitrina: What is your current market strategy as the industry evolves in 2024?

Jayakumar:
“We’re shifting focus to growth markets like the Middle East, LATAM, Africa, and Southeast Asia while continuing in mature markets like the U.S. and Europe. Countries like Saudi Arabia are opening up, presenting major opportunities. From a demographic and audience perspective, regions like India, Indonesia, and Africa represent the future. We also believe in data-driven strategies and AI tools to automate production processes and lower costs.”

5. Vitrina: Are there any particular content trends or audience shifts you’re responding to?

Jayakumar:
“Preschool audiences today are more mature, looking for relatable heroes instead of evergreen characters. Kids aged 6–10 are drawn to action, adventure, comedy, and gaming-related content. Platforms like Roblox and YouTube are dominating. The consumption model is evolving rapidly, and we need to adapt our content and formats accordingly.”

6. Vitrina: What kind of partnerships are you actively seeking right now?

Jayakumar:
“We are open to partnerships at multiple levels:

1. Service work in 2D, 3D, Flash, Harmony, Maya, Unreal. 
2. IP development, co-development, and co-production. 
3. Distribution support for TV and films via our offices in Paris and Madrid. 
4. YouTube content collaborations – we’ve had major successes there. 
5. Financing and investment partnerships – we can bring in value via production capabilities and tax incentives in various countries.” 

7. Vitrina: Tell us about your focus on IP — any current titles you’re developing or looking to partner on?

Jayakumar:
“We’re currently developing high-profile IPs like Paddy Paws with Keith Chapman (creator of Paw Patrol) and Super Re in partnership with Storytel Sweden. We’ve also greenlit a show created by Jean-Marie Olivier (creator of Oggy and the Cockroaches). We’re interested in branded IPs – whether from books, games, or creators. We’re open to partners bringing in strong IPs or joining us on our existing slates.”

8. Vitrina: What is your view on India’s emerging tax incentives for animation and co-productions?

Jayakumar:
“India now offers up to 40% tax credit for animation, VFX, and live-action projects. These apply to service work or co-productions where a treaty exists. We help partners access these credits and manage relationships with local governments. We also provide similar support in Ireland and other jurisdictions.”

9. Vitrina: Looking ahead, what’s your outlook for Toonz Media Group in 2024?

Jayakumar:
“2023 was challenging with strikes and reduced commissioning. But our feature film division is thriving — we released two films last year and have three more in production. We’re seeing strong traction in YouTube and digital content, especially with top-tier creators. We believe that AI, automation, and analytics will reshape production workflows. We’re optimistic about the future and expect a strong rebound.”

10. Vitrina: Toonz also runs an education division. How does that tie into your vision?

Jayakumar:
“Our academy may be a small part of our business, but it’s strategic. We train hundreds each year in our own production pipeline, giving us a steady stream of talent. This has been crucial in sustaining our growth — particularly in India, where skilled talent was scarce. It’s helped us stay ahead by building the next generation of animators and creators ourselves.”