They don't really own countries though, it's just a multinational media company. I don't find it very surprising that you use your mother company to increase your media presence, that seems like the right move to me?

Toca Boca was part of their venture arm [0] until 2016. They invest in companies with growth potential. Sometimes those companies are early stage companies, sometimes they're a bit older.

[0] https://www.bonnierventures.com