The magic world of Kinder and the leading expertise of the University of Oxford come together to research and develop educational content and a parental dashboard for the brand’s Magic Kinder app, to encourage families to interact and learn together.



The partnership will involve a programme of research aimed at better understanding children’s learning through digital technology. As part of this partnership, the University of Oxford will also apply its world class research and experience in child development to assist in the creation of robust content aimed at supporting key aspects of children’s learning.

Kinder wanted to team up with the University of Oxford as it feels strongly about supporting parents with their modern day challenges as well as providing free learning opportunities to children around the world. At the same time, The University of Oxford recognizes that millions of children around the world are using digital technology at a critical developmental point in their lives. By working with Kinder on the Magic Kinder app, experts from Oxford’s Department of Education hope to contribute to the development of educational content and produce a rigorous research programme examining key outcomes in children’s learning.

“At Kinder we care about the holistic and happy development of children, and we believe that technology can truly support parents in their vital role as growth enablers,” said Marco Degregori, Global Head of the Kinder brand. “With the help of the University of Oxford, we will be able to give families another level of interactive play. The contents will be created with world leading experts, so parents can be reassured that their kids are participating in developmentally appropriate activities”.

“The importance of quality learning experiences in early childhood development cannot be overestimated,” said Professor Victoria Murphy, Professor of Applied Linguistics at the University of Oxford. “Increasingly, children around the world are interacting with various digital learning technologies claiming to have developmental significance. Through our collaboration with Kinder we are hoping to develop a rigorous programme of research to examine key issues in learning through digital technologies to better understand and improve this process.”

With Kinder’s mission to help raise happy children and the University of Oxford’s vision to benefit society through leading research and education, their collaboration will be an important step in encouraging families’ engagement in their children’s play and better understanding of the nature of learning through digital technology.