{"id":29095,"date":"2025-02-06T09:37:32","date_gmt":"2025-02-06T14:37:32","guid":{"rendered":"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/"},"modified":"2025-02-06T12:23:08","modified_gmt":"2025-02-06T17:23:08","slug":"dominique-neudecker-talks-toggo-strategy","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/","title":{"rendered":"Dominique Neudecker Talks TOGGO Strategy"},"content":{"rendered":"

Dominique Neudecker, VP of kids and family for TOGGO at Germany\u2019s Super RTL, discussed her content strategy at the TV Kids Festival today before being presented with the TV Kids Pioneer Award.<\/p>\n

Neudecker, a veteran of the kids\u2019 business who joined Super RTL last year, took part in a keynote conversation with TV Kids<\/em>\u2019 Kristin Brzoznowski that you can watch here<\/a>.<\/p>\n

\u201cAt TOGGO, we have a highly professional team of passionate kids\u2019 experts\u2014always connected with our audience,\u201d Neudecker said of the continued strength of the brand. \u201cWe\u2019ve always adapted our offerings to reflect the changing habits and preferences of kids.\u201d<\/p>\n

For example, the channel launched TOGGO GG<\/em> for gaming fans, while TOGGO Hypezeit<\/em> is a weekly trend show covering topics like pop culture and social media. \u201cThanks to our team\u2019s innovative ideas and quick implementation, TOGGO continues to deliver the content young audiences want. Since TOGGO\u2019s launch almost 25 years ago, it has become so much more than just a TV umbrella brand.\u201d<\/p>\n

In an increasingly competitive environment, Super RTL has focused on a multiplatform approach, Neudecker said. \u201cNext to linear TV, we invested heavily in building a proper kids\u2019 web business to distribute our content via our digital platforms and apps, as well as the major third-party digital platforms. We launched a radio channel for kids and families. We travel through various German cities with our TOGGO Tour. We have a footprint in the retail business through our strong consumer-product business. Our motto is: Wherever the kids go, we are there with the TOGGO brand, being the number one go-to destination. We are the only German player to serve such a broad range of platforms. Our recent performance success proves that we\u2019re on the right track. In the TV sector, we have been the market leader among kids aged 3 to 13 for many years, including in 2024, even though the German market is highly competitive with KiKA and competitors like Disney and Nickelodeon. In the digital space, we\u2019ve also seen strong growth. Over the past 12 months our social media followers have increased by 130 percent.\u201d<\/p>\n

Super RTL\u2019s strategy shifts also included folding Toggolino, for preschool audiences, into TOGGO, with Neudecker noting that a \u201cone-brand\u201d strategy \u201cis the best way to succeed in a more fragmented and complex market. Kids get to know and love the brand early on and can rely on TOGGO for guidance in today\u2019s complex variety of content at every stage of their age. TOGGO now represents RTL Deutschland\u2019s unified children\u2019s offering. It\u2019s instantly recognizable\u2014whether on our own TOGGO platforms or, for example, on our streaming service, RTL+. When parents see us, they immediately know it\u2019s a safe digital space for their kids.\u201d<\/p>\n

TOGGO broadly targets the 3-to-13 set, with big IP\u2013PAW Patrol<\/em>, SpongeBob SquarePants<\/em> and Angelo Rules<\/em>, among others\u2014key to the lineup. \u201cFor older kids, our focus shifts more toward live-action formats\u2014both fiction and factual,\u201d Neudecker said.<\/p>\n

Animation dominates, but live-action is a growth area, she said, especially for reaching pre-teen audiences. And while the lineup is heavily acquired, originals are paramount. \u201cWe believe in the relevance of both originals and acquisitions\u2014as long as everything mirrors the daily life of today\u2019s kids. Original content with local relevance is a great way to stand out from competitors and offer young audiences something unique, exclusively accessible on our TOGGO-branded platforms. TOGGO originals also play a key role on digital platforms; we developed TOGGO GG<\/em> and TOGGO Hypezeit<\/em> specifically for our on-demand platforms and YouTube. The incredible response inspired us to broadcast the format on linear TV for the first time this year. Additionally, RTL+, our streaming service, has opened up exciting new opportunities, with bigger budgets allowing us to produce more high-quality originals.\u201d<\/p>\n

Addressing what\u2019s on her wish list, Neudecker said she\u2019s looking for known IP but is also open to breakthrough new ideas. \u201cCharacters must be authentic and relatable with distinct personalities. Genres like comedy and big adventures remain a key priority. We believe in building cultural bridges through strong, diverse and optimistic storytelling. We are always open to getting inspired and impressed by all those passionate and highly talented producers out there.\u201d<\/p>\n

Neudecker then discussed how Super RTL is using its various platforms to meet kids where they are\u2014but noted that linear TV remains a strong component of the company\u2019s ecosystem. \u201cIn the digital space, our team is constantly working to expand our technical reach and make our products available on even more platforms. Kids love short content and games, so another part of our strategy is that we\u2019re creating content specifically designed for digital consumption to reach new audiences and increase opportunities to bond with the brand. In addition to TV, radio and digital TOGGO platforms, we have the kids\u2019 section of RTL+. This is also a very important touchpoint based on an SVOD business model, offering new opportunities to engage with kids. We have TOGGO Tour, which is highly successful. Other important touchpoints are realized by our team at RTL Consumer Products. They ensure that TOGGO fans can bring their beloved characters from our series into their homes through toys or other licensed products. Our [consumer products] business also includes audiobooks, which we can produce ourselves through an in-house audio label. All those touchpoints give us the chance to reach new audiences and draw them into the growing TOGGO universe. TOGGO is wherever the kids are.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Dominique Neudecker, VP of kids and family for TOGGO at Germany\u2019s Super RTL, discussed her content strategy at the TV Kids Festival today before being presented with the TV Kids Pioneer Award.<\/p>\n","protected":false},"author":290,"featured_media":29104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[10273,136,8103,10494,5870],"class_list":["post-29095","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-dominique-neudecker","tag-super-rtl","tag-toggo","tag-tv-kids-festival-2025","tag-tv-kids-pioneer-award","pmpro-has-access"],"yoast_head":"\nDominique Neudecker Talks TOGGO Strategy - TVKIDS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dominique Neudecker Talks TOGGO Strategy - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"Dominique Neudecker, VP of kids and family for TOGGO at Germany\u2019s Super RTL, discussed her content strategy at the TV Kids Festival today before being presented with the TV Kids Pioneer Award.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-06T14:37:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-06T17:23:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2025\/02\/2024-02-06-Pioneer.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"394\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/\",\"name\":\"Dominique Neudecker Talks TOGGO Strategy - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2025-02-06T14:37:32+00:00\",\"dateModified\":\"2025-02-06T17:23:08+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/dominique-neudecker-talks-toggo-strategy\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Dominique Neudecker Talks TOGGO Strategy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/\",\"name\":\"TVKIDS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvkids\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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