The production of content associated with the brands in Brazil is regulated by CONAR -

Conselho de Auto-regulamentação Publicitária (Advertising Board) - which is not a state

organization, does not fine, and does not determine imprisonment or draw up laws. CONAR's

decisions are only recommendations, which if not observed through free choice by the

recommended party can be discussed by the same parties in court. As for the production of content that somehow is geared toward children, in 1989 the United Nations adopted a Convention on the Rights of Children, which established a new paradigm of protection of childhood and adolescence, determining that all children and adolescents are subject to the rights of holders of full protection. This document was ratified by Brazil in 1990, and its determinations have legal force and must be complied with by the Brazilian authorities

and society.

Toddynho Games was the first online game designed to get adults and children away from the computer. Through play, we decided to restore a more authentic connection between parents and children, making Toddynho's mission to help parents rediscover their inner child, relive childhood moments with Toddynho, and pass on these experiences to their children. Toddynho, with the game as the common point, is the bridge to reconnect parents and children. Toddynho Games makes this reconnection possible.

The results were no game: more than 250,000 parents and children played together. The media

impacted 23% of the public to register for the game, compared with an average of 2% for other

websites in the category. Of those who began the game, 26% got to the end, completing the 49

activities. And the average time of the game was 6 times greater than the average for sites of

other kids’ games: 19 minutes, compared with an average of 3.6 minutes on other sites. It was

a solution that resolved Toddynho's communication challenges in digital media and reconnected

parents and children across the country.