Good Morning Dear Reader,
When edtech major Byju's and US entertainment behemoth Disney announced a partnership in 2017, it seemed like the stuff of edutainment gold. The former was a well-oiled machine when it came to selling to parents; the latter is un-rivalled at winning the hearts of children. The plan was simple—use Disney characters as the focal point for Byju's learning modules. This would simultaneously open up two different markets for Byju's—the pre-kindergarten to grade-3 market, as well as international markets where Disney content is popular.
Most people with a penchant for betting would have wagered the house on this being a success. They would also all be homeless. While Byju's saw this tie-up with Disney as the wedge to enter international markets, a clash of cultures between the two companies put paid to those ambitions. Byju's is a hare—it wants to quickly churn out endless reams of learning content. Disney, in contrast, is a tortoise—plodding and discerning when it comes to how its characters are used. This clash saw the partnership plagued by delays.
The product also struggled to straddle Byju's core market of India, where the content was too anglicised, and the US, where having Disney on board didn’t make enough of a difference.
After four years of trying to make this partnership work, Byju's has found its Prince Charming in the form of its 2020 acquisition, WhiteHat Jr. The coding-for-kids startup, which has added other subjects to its repertoire over the past year, is seen as a better bet for international domination. Rebranded as Byju's FutureSchool for its international operations, it is already going strong in the US and has now set its sights on Brazil as well.
In our today's article, We at VFX Studio tries to understand that how the Disney-Byju's partnership came undone, and why WhiteHat Jr has taken its place
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