Building Product For Toddlers

Your users can't read. They can't tell you what they want. They lose interest in seconds, and they aren't the ones paying.

Welcome to building products for toddlers!

Designing for the youngest users turns most product playbooks upside down. Discovery means watching rather than asking.

And success isn't just engagement: parents want products that calm, teach and respect their children's time, not ones that keep them hooked.

Irene will explain what do you do when you’re a startup without a large marketing team and you can’t afford to run experiments constantly?

Using the real-world case of MiniTales, we’ll explore how research, data, and user behavior analysis can help uncover what truly drives conversion and turn those insights into product decisions.

A journey through decisions that worked, hypotheses that didn’t, and unexpected learnings about how people actually use a product.

And above all, how to grow a business through product when you have to be very deliberate about what to research, what to build, and where to invest your resources.

Andrea will share with us real-life cases from those moments when you step out of the screens and the Product Manager's cave, observe your users in their natural habitat, and discover that many of the hypotheses generated with AI weren’t quite right after all.

She’ll talk about why some product problems can only be solved by looking, not just measuring, and by getting out from behind a screen.

And she’ll explore the following question: in the midst of the AI boom, do we really believe we can build and iterate on products without seeing how real people actually use them?

Join ProductTank Madrid for an evening with two product leaders who build products for kids and who will share their challenges, learning and insights from real day-to-day experience.

They'll share how they research, design, measure and grow products for an audience that will never fill in a survey.

What you'll hear

• How to do discovery and testing with users who can't explain themselves
• Designing for two audiences at once: the child who uses it and the parent who chooses it
• What "good engagement" means when you care about wellbeing, not screen time
• Building accessible and inclusive experiences for every child
• Lessons from launching and growing kids' products in Spain

Speakers

Irene Núñez
Co-Founder & CPO at MiniTales
Irene Núñez is Co-founder and Chief Product Officer at MiniTales, where she leads product strategy and works at the intersection of product, design, technology, and business.
Throughout her career, she has worked on building and leading digital products in both multinational companies such as Telefónica and Santander Consumer Finance Europe and international startups such as Doodle, holding leadership roles in Product Design before moving into product leadership and entrepreneurship.
Her approach to product combines research, data, and Behavioral Science to understand how users actually behave and turn those insights into product decisions that have a real impact on the business."
[LinkedIn]

Andrea López Castillo
Senior Product Manager at Kokoro Kids
Andrea is a Product Manager with a background in Computer Engineering. She has been working in product for over 10 years, across a wide range of industries and environments. She started her career in Madrid in the corporate world, working in consulting and for a banking client, before moving into the start-up world, where she has spent most of her professional career. She also worked as a freelance Product Manager for a couple of years. For the past three years, she has been working in the EdTech sector as a Product Manager at Kokoro Kids, the only Spanish and EU-based start-up supported by the LEGO Foundation.
She is also passionate about increasing the visibility of women in STEM. Among other initiatives, she was a mentor and ambassador for one of the editions of Codewars at HP.
[LinkedIn]

Who is this event for?

• Product managers, designers and researchers working on consumer, edtech or family products
• Anyone curious about designing for users who can't give direct feedback
• Founders building for parents, children or other "two-sided" audiences
• Product people interested in ethical engagement and accessibility

No kids required — just curiosity.

Timings
7:00 PM – Welcome
7:10 PM – Talk begins
8:00 PM – Q&A
8:20 PM – Networking
9:00 PM – Close

Event details
📅 Date: Thursday, 22nd October 2026
⏰ Time: 7:00 PM – 9:00 PM
📍 Location: eDreams ODIGEO, Calle de López de Hoyos 35, Madrid

About our host — eDreams ODIGEO
A huge thank you to eDreams ODIGEO for welcoming us back once again. They've hosted ProductTank Madrid many times and have been a constant supporter of Madrid's product community.
eDreams ODIGEO is the world's leading travel subscription platform and one of Europe's largest e-commerce businesses. Its brands — eDreams, GO Voyages, Opodo, Travellink and Liligo — serve millions of travellers across dozens of markets, and its Prime programme was the first subscription product in the travel industry.

Join the event
Seats are limited and ProductTank Madrid events fill up fast. Please only RSVP if you plan to come, and update your RSVP if your plans change so someone else can take your spot.
See you there! 🧸