Interview with María Bonaria Fois: President at Digitoonz Media & Entertainment Spain
1.- Broadly speaking, what is Digitoonz and what is its main activity?
Digitoonz Spain is the recently created Madrid headquarters of Digitoonz Media & Entertainment, the renowned international animation and VFX studio with a 15-year track record in the entertainment industry. Our main activity is focused on offering 2D, 3D animation, video game design and VFX services, ranging from pre-production to post-production. With the landing in Madrid, we want to expand our activity to the development of original IPs, participation in international co-productions and the creation of a wide catalogue of content for distribution. Currently, in addition to our presence in Spain, we have two studios in Kolkata and Noida, India, and offices in the United States. Thanks to the global presence of Digitoonz and a long experience collaborating with the majors of the industry, Digitoonz is positioned as a reference in the entertainment scene.
2.- What objectives are you pursuing with your expansion strategy?
With our arrival in Madrid, the main objective is to position Digitoonz solidly within the Spanish audiovisual ecosystem and to strengthen its global presence by covering the European market. We seek to establish long-lasting relationships with strategic partners such as studios, production companies, distributors, channels and even local talent, contributing to the growth of the sector. The market offers extraordinary opportunities to expand our portfolio of projects, both through the production of original content and through international co-productions.
3.- What is the focus of your 360° business model?
At Digitoonz we follow a 360° strategy that integrates brand building, production and global distribution. This approach allows us to maximise the potential of each project and consolidate our position in the animation industry.
We start by building brands that connect with global audiences and have high commercial potential. These brands are designed for multiplatform and transmedia exploitation, including gaming experiences and derivative products such as publishing, licensing and merchandising.
In addition to this, we produce our own content, backed by the structure of our main company in India, so that we cover the entire value chain, and also allow us to offer animation services to third parties.
Finally, we complete the cycle with the distribution of both our own productions and third-party catalogues.
With this 360º model, Digitoonz creates, produces and distributes innovative content while strengthening its service and distribution offering.
4.- Why did you choose the Community of Madrid as one of your key locations?
There are many reasons behind why we chose Madrid as our European base. Firstly, its strategic location, in the centre of the Iberian Peninsula, allows us to be connected to the main national and international audiovisual hubs. Madrid has a flourishing industrial fabric, driven by the institutions and associations operating in the region. The Community of Madrid has an ideal business ecosystem: there are more than 250 animation and VFX companies in Spain, of which around 100 operate in the capital. For Digitoonz, which has recently landed in Spain, having close connections with professionals in the sector is key. In addition, the city gathers and attracts highly qualified talent, thanks to the specialised educational centres. By choosing Madrid as our European base, we are positioning Digitoonz at the centre of one of the most promising animation markets in the region. Although there are other regions that benefit from a very attractive incentive framework, we have chosen to settle in the capital because of the range of opportunities the region offers.
5.- Madrid is emerging as a beacon for the audiovisual industry, offering an attractive mix of creative talent and cutting-edge technology, what are your expectations with your landing in our region?
In general, Spain, and in particular Madrid, has offered us the ideal environment to start our expansion operation in Europe. Our expectations are very high, but they are solidly based on confidence and knowledge of the opportunities offered by the Spanish market. Just one month after the announcement of our opening in Madrid, we have closed our first collaboration with another Madrid-based studio, Morgana Studios, for the co-development and co-ownership of the YugiBao brand. This deal is a big step for us and we are extremely proud of it, as it reflects the strength of collaboration and the potential of the audiovisual sector in Madrid.
6.- How has your collaboration with Invest In Madrid been, and how has it helped you?
Our collaboration with Invest In Madrid has been unbeatable. From the very beginning, the Aftercare team has provided us with comprehensive support, facilitating our establishment at both a bureaucratic and institutional level. It has played a key role in the internationalisation of Digitoonz, connecting us with the main institutions and actors in the sector. In addition, it has made us feel completely welcome within the Madrid business network, which has been fundamental for our integration. He has also advised us in the search for work spaces, and has made his Madrid office available to us for the official presentation of Digitoonz in Spain. Their support has been impeccable and we will not hesitate to count on their support in the future to continue promoting our presence in the region.
7.- How many jobs do you expect to generate in Madrid in the short and medium term, and what kind of profiles do you need?
Currently, we do not yet have a firm forecast on the exact number of jobs to be generated in Madrid in the short term. However, in the medium term, we foresee the integration of key profiles linked to pre-production, such as storyboarders, character designers, scriptwriters, supervisors of all phases of production, and other creative profiles essential for the development of our projects. Digitoonz Spain has started with a small team, but we intend to grow steadily as we consolidate our operations and expand our project portfolio in the region.
8.- What would you recommend to other foreign investors who are thinking of opening their business in Madrid?
We would definitely recommend Madrid as a strategic location to set up their business. The city offers a dynamic and growing business environment, with access to a network of institutions, professionals and opportunities that facilitate integration into the region. Of course, from our positive experience, we would recommend Invest in Madrid, which welcomes each project with enthusiasm and willingness to help launch and promote it, providing advice and support for optimal integration into the region’s audiovisual ecosystem.