What To Know About Snoop Dogg's Doggyland

Is Doggyland the new CoComelon? The YouTube show's viral affirmation song is about to be your kid's next obsession. The colourful animated series co-created by Snoop Dogg, October London and Claude Brooks is basically a puppy-powered masterclass in self-love and ABCs. “I believe in myself” and “I control my own happiness” are just two inspirational lines from the show, which blends fun, music, and social-emotional learning to help little ones build self-esteem and navigate big feelings.

Wondering why this show's worth adding to your watchlist? We caught up with co-creator Claude Brooks to get the lowdown: from what sparked the idea to how the team combines catchy songs with meaningful lessons. Plus, we also spoke with educational experts who weighed in on why Doggyland is more than just entertainment.

How Doggyland started

Doggyland was brought to life in 2022 by Snoop Dogg, singer-songwriter London October and Emmy-nominated producer Claude Brooks, best known for his work on the nostalgic kids' show Hip Hop Harry. Their friendship dates back to their time on MTV's Lyricist Lounge Show, and they've stayed close ever since.

It wasn't until the pandemic, however, that the idea for Doggyland began to take shape. During lockdown, Hip Hop Harry's catchy song "Go Go Go Who's Next" unexpectedly went viral, reigniting interest in Brooks' creative work. That viral moment ultimately sparked a creative collaboration, which led to the launch of the show.

The show was more than just a creative project; it was personal. "My role as a father really has helped shape the perspective and approach of the show," Brooks shares with Today's Parent. "Snoop, too, brought his own experiences as a grandparent to the table, eager to incorporate the wisdom and perspective that comes with that role. Together, we really wanted to emphasize the value of fatherhood and family in the show's context."

The duo also had a clear vision for the show's educational goals. "We wanted the show to promote both cognitive and social-emotional development in younger kids, primarily preschoolers," Brooks explains. "We also wanted the show to address real issues that resonate with kids, so they feel seen and heard," he adds.

What is Doggyland about?

Doggyland brings a colourful cast of dog characters to life, each with their own distinct personality. There's Woofie, who is always cheering on his friends and has a great voice to match, and Yap Yap, a high-spirited pup with a bright, upbeat personality. Adding to the fun, Snoop Dogg voices Bow Wizzle, the mentor to all of the puppies.

What makes the show even more special is that Brooks' ten-year-old daughter inspired one of the characters: Rola. " Rola is friendly, caring and always encourages kindness and cooperation within the group. She loves doing affirmations with her mom before school, so I thought that would be meaningful to bring that into the show," Brooks explains.

Each episode of Doggyland runs for about 15 minutes and is available on YouTube. The series covers important themes of friendship, emotional awareness, and self-expression—all while keeping things fun with new songs each episode. While aimed at younger kids, Brooks notes that the catchy music has made the show a hit with older viewers too, making it a great watch for the whole family.

Inside the songwriting process

What truly sets Doggyland apart is its music. Take "The Affirmations Song" for example—it has over 18 million views on YouTube, and according to Brooks, the love for the track is undeniable. "It's amazing to see how many people resonate with it, even with people who don't have kids. We see so many TikToks about it, and teachers are even reaching out to tell me how much they and their students enjoy it," he shares.

While the show's music comes from a close-knit group of songwriters, Brooks is constantly inspired to make new songs. "I am always jotting down ideas such as voice memos or quick notes to capture a melody," he says. "I especially love writing songs in a call and response format because it really engages the viewers and invites them to participate."

When it comes to creativity, Brooks' daughter is a big contributor too. "She actually helped me come up with the 'Hop Scotch Song' that's part of the show," he adds.

But it's not just about the fun, interactive tracks; Brooks also puts a lot of heart into songs that celebrate family. "We have songs for  Mother’s Day and Father’s Day that really focus on the importance of family bonds."

The power of positive affirmations

Affirmations are also at the heart of the series, woven seamlessly in songs like "I Am Me" and "I Can Do Hard Things". But why do these positive messages play such a pivotal role in the show? For Brooks, the answer is straightforward: there's real power in voicing affirmations. "Some of our favourite songs incorporate affirmations," he explains, "highlighting how these empowering words are more than just lyrics—they're tools for building confidence.

And the impact goes beyond the feel-good vibes. According to Brenda Bisner, Chief Content Officer at Kidoodle.TV, a family-friendly streaming service, affirmations are crucial for children's emotional and psychological growth. "Positive affirmations are like little songs kids can play on repeat in their minds," she says. “Kids love to repeat words they connect with, and lines like 'I can do anything, I believe in me' give them a rhythm of self-worth. Over time, this internal soundtrack encourages confidence and resilience, helping children navigate the ups and downs of life."

This isn't just theory—there's real science behind it. A 2025 study from the University of Hong Kong,  published in American Psychologist, found that simple affirmation exercises can dramatically improve mood, boost self-worth, and reduce anxiety. While the study focused on adults, it highlights an important point: starting the practice of affirmations early, as seen in Doggyland, could have even more profound effects for young children, laying the foundation for strong mental health down the road.

How Doggyland teaches social-emotional skills

Then, there's the social-emotional learning (SEL) element of the series—a core skill that helps kids understand their emotions, form healthy relationships, and make responsible choices. Brooks shares that the show reinforces those lessons through songs and relatable stories, teaching kids how to recognize and express their feelings in meaningful ways.

Darby Fox, LCSW, a child and adolescent family therapist, says the show makes these concepts easy for younger children to grasp with its simple format. "Parents often turn to books to teach social and emotional development," she explains. "Having a video option like Doggyland is a powerful way to guide positive behaviour and emotional learning, especially for busy, on-the-go parents."

Fox adds that "shows like these are effective because they integrate social-emotional lessons through short, focused vignettes that address one concept at a time," she tells Today's Parent. "When videos try to teach too many ideas at once, young children can easily become overwhelmed. Simple lessons about kindness, sharing, and empathy are best taught individually."

To reinforce SEL at home using media like Doggyland, Bisner suggests making it a family activity. "Make it a family jam session," she recommends. "Watch, dance, and talk about the lyrics. Ask your child what it means to 'shine your light' or 'use kind words.' When parents join in, kids see that emotional learning isn’t just a lesson—it’s a lifestyle, helping children understand that their choices matter."

How to make the most of Doggyland

YouTube can be a minefield for parents concerned about what their children are watching, but Doggyland offers a refreshing break from those worries. The show is intentionally designed to be age-appropriate, ensuring that its content aligns with developmental milestones. That said, Brooks still recommends co-viewing as a way to maximize the experience as a whole family.

Co-viewing is more than a parenting buzzword—its effects are profound and come with real benefits. A 2019 study in the Journal of Experimental Child Psychology found that when toddlers who watched educational media alongside their parents were able to stay focused for longer periods and absorb more information, especially when it came to vocabulary building. This highlights just how much parental involvement can influence how children engage with content.

So, what does watching Doggyland look like in practice? Elizabeth Fraley, an early learning specialist and the founder of KinderReady, an organization dedicated to early childhood development, says preparation is key. "Before you dive into an episode," Fraley advises, "give your child a brief overview of topics they'll encounter."

After watching, take time to review the content together. She recommends asking questions such as: What did you learn? How does this apply to your life? How did the show make you feel? "These conversations help deepen the learning experience and encourage emotional engagement," Fraley adds.

Fralely also notes that the way you watch the show can make a difference. "While it's tempting to talk over the show, it's important to let the content play out unless you're pausing for discussion," she explains. "Some children, especially younger ones, benefit from pausing to reflect and engage in real-time, while older kids may prefer to watch the entire segment before talking it through."

Once the show ends, the conversation doesn't have to stop. "Reinforce what they've learned by encouraging your child to draw or write about the episode," Fraley suggests. "This helps kid process the material on a deeper level and connect it to their own experiences. Sharing their creations with others further strengthens their understanding." She also recommends keeping track of the skills and lessons covered in each episode to ensure a well-rounded media diet for your child moving forward.

What's next for Doggyland?

Doggyland may only be three years old, but it's already making big moves for a bright future. After wrapping up a tour with Kidz Bop, Brooks reveals that the adventure isn't over—Asian tour dates are coming up next, promising more live performances and exciting experiences for fans around the globe.

But touring isn't the only way Doggyland is expanding its reach. Brooks shares that the show plans on entering homes in a new way with a Tonie figure of Bow Wizzle for the kid-friendly TonieBox audio. "When that figure is placed on top of the box, it will play a curated playlist of songs from the show," he explains. "We've also recently released the 'I Love Affirmations' song and a full-length album, 'Be Kind Be You.'"

And if collaborations are your jam, there’s more to get excited about. Earlier this month, the show teamed up with Baby Shark to mark the beloved brand’s 10th anniversary. The result? The playful Baby Shark x Doggyland Remix (Do The Shark) (feat. Snoop Dogg), a fresh spin on the original tune.

The bottom line

If Doggyland hasn't made it onto your radar yet, it's worth tuning in with your little ones. The show combines colourful animation and lovable characters with meaningful lessons on social-emotional learning and the power of affirmations, making it enriching as it is entertaining.

Music only amplifies its impact. As Bisner points out, "Music teaches and sticks like nothing else. When kids sing, 'be kind to yourself, and be kind to your crew', they’re practicing empathy, self-expression, and social skills—all while having a blast."

Fraley expands on this, highlighting how music and storytelling work hand in hand to support development. "Music benefits children by boosting cognition, attentive listening, and memory, while storytelling enhances vocabulary, recall, and inferencing. Doggyland’s characters, through voice, tone, colours, and movement, engage children and create a modern, exciting way to develop social and learning skills."

Beyond the benefits, there's the joy of watching the audience respond. Brooks shares, “It is amazing to see so many people showing up to the performances and sharing with me how this show has positively impacted them. My goal with Doggyland is to help inspire, heal, and lighten the world.”

Experts

• Claude Brooks is an Emmy-nominated producer and co-creator of Doggyland
• Brenda Bisner is the Chief Content Officer at Kidoodle.TV, a family-friendly streaming service.
• Darby Fox, LCSW, is a child and adolescent family therapist.
• Elizabeth Fraley is an early learning specialist and the founder of KinderReady, an organization dedicated to early childhood development.