Pocoyó, the beloved preschool character celebrating his 20th anniversary this year, rolled out an innovative brand activation strategy in Madrid’s Plaza del Callao. The iconic square was transformed into a vibrant space for family celebrations to mark the launch of the sixth season of the cartoon series on Clan TV and the introduction of his new sister, Bea.

Hundreds of families gathered to be part of an immersive experience designed to maximise engagement and emotional connection with the brand. Attendees had the opportunity to take photos with Pocoyó and Bea, who came to life through adorable dolls. The little ones enjoyed face painting sessions inspired by their favourite characters from the series and stations with colouring templates, creating a playful and participatory atmosphere.

The highlight of the day, and a key element for media and marketing impact, was the opportunity for families to see themselves projected on the giant screen in Callao. With more than 250,000 impressions, this unique moment not only generated a sense of importance and belonging for the participants, but also ensured massive, real-time visibility for the brand in one of Madrid’s most prominent advertising showcases.