BrainPOP: A Safe Digital Space for Curious Kids

Since October 7, a state of emergency has disrupted normal life in Israel — including the educational routines of tens of thousands of students across the nation. Many families found themselves at home with their children, either learning remotely or not at all. BrainPOP immediately stepped in to fill the void, offering free access to its educational platform for schools and individuals throughout Israel during the war.

Founded in the U.S., and used worldwide for more than two decades, BrainPOP provides digital access to curriculum-based content, covering a wide range of disciplines through animation, interactive quizzes, educational games, experiments and challenges. "BrainPOP has a presence in over two thirds of U.S. school districts, as well as over 80 percent of Israel's elementary schools and many of its junior high schools," says Shiri Levi-Kluska, General Manager and General Counsel of BrainPOP Israel. "Our product provided essential support for Israel's teachers and families during the COVID pandemic, as it has once again during this moment."

A little over a year ago, BrainPOP was acquired by KIRKBI A/S, the family-owned holding and investment company of the LEGO brand. "There was an immediate, organic connection because BrainPOP and KIRKBI embrace a similar vision," says Levi-Kluska. "LEGO is driven by the principles of learning through play, and BrainPOP creates meaningful digital learning experiences. BrainPOP's mission is to empower kids to shape the world around them and within them, and this is a foundational value for our company." The company's mission is reflected in a robust, user-friendly digital platform designed to impart basic knowledge on a broad range of topics while nurturing natural curiosity and learning skills.

Quality content at eye level

The BrainPOP platform offers animated movies, each running in length from five to seven minutes. It covers topics across the curriculum: science, math, engineering, technology, social studies, health, art, music history, languages and more.

"Animation is a wonderful learning tool because visual illustration is particularly effective for kids," explains Levi-Kluska. With BrainPOP, kids can look inside an atom, visit planets, or explore the human body. "By explaining abstract concepts visually, we make them understandable for kids. We are able to simplify very complex phenomena."

The BrainPOP team includes a variety of experts, among them educators, writers, scientists, engineers and artists, who are in charge of enhancing the learning experience, delivering the content and creating an engaging learning environment. They also collaborate with psychologists, academics and other professionals, who ensure the accuracy of content.

An emotional advantage

Well-known to parents and children alike, beloved characters Moby the robot and his friend Tom answer questions, explain phenomena and unravel mysteries at eye level through practical demonstration and with a sense of humor.

"BrainPOP has an advantage, not only as a learning resource for science and other academic subjects, but also for topics that relate to our emotions," notes Levi-Kluska. "Some of our most popular movies deal with serious, sometimes frightening topics." At the beginning of the COVID pandemic, for example, BrainPOP produced a series of movies that explained the virus and emphasized the importance of good hygiene and general health-related issues. Other widely viewed BrainPOP movies explain Israel's Iron Dome defense system, and address topics such as mourning and bereavement, Holocaust Remembrance Day and Memorial Day. "These are sensitive issues in Israel, and at the same time, it is essential to make these topics accessible for the younger generation," she says. The interplay between concrete scientific or historical explanations and friendly, age-appropriate presentation makes the BrainPOP approach comforting and accessible for kids. The movies help kids and support parents and teachers, who are sometimes unsure about the most constructive way to convey distressing information without causing kids pain or fear.

Not just for kids

The current war raises many doubts and questions about how to address sensitive issues with kids. BrainPOP immediately recognized this need, and created a collection of videos titled "Ease the tension, explore emotions." Each movie is designed to promote conversation between parents and children, and to provide practical tools to relieve stress.

"We're all under enormous stress," says Levi-Kluska. "Kids — and many adults — can't always express what they feel. These movies encourage adults to explore this with their children , to find ways to help kids, and also find a little relief for themselves." A second collection curated in response to the war covers Israeli identity, and includes movies about major Israeli sites, significant historical moments, cultural and linguistic landmarks, important individuals and more.

BrainPOP is designed for kids aged six to thirteen, but it also supports parents, and especially teachers. "I sometimes watch one of our movies to remind myself about a topic or to learn about something I'm less familiar with," Levi-Kluska admits. "A core component of our work is dedicated to empowering teachers and educational institutions. We provide recommendations for lesson plans, activities for classroom and individual use as well as face-to-face and distance learning, and ideas for presenting topics more broadly by combining movies from different subject areas. "

Levi-Kluska explains that this kind of organic browsing is the essence of BrainPOP.

"BrainPOP is a protected digital space, free of ads and inappropriate tracking of digital behaviors, which offers age-appropriate educational content. We aim to stimulate kids' curiosity, and enable them to browse freely and explore their interests. That is true learning."

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