• by Fern Siegel , 6 hours ago

Yoto, a global interactive audio platform that kids control, has debuted its first work with Akcelo.

The agency's London office is producing the creative — “It's a Listening Thing” — which centers on how imaginative a child becomes on a car ride when he tunes into Yoto. The integrated campaign is Akcelo’s debut since being appointed global agency of record in June.

The creative runs in the U.K, France and Australia and on linear TV and streaming in the U.S.

The launch supports the global rollout of the 4th Generation Yoto Player and Yoto Mini. The company offers more than 1,200 audio titles spanning some of the biggest names in children’s publishing, entertainment and music, such as “Harry Potter,” “The Gruffalo” and “Bluey.”

Aden Hepburn, Akcelo CEO, said: “Parents who already own a Yoto have so much to say about what it brings to their children’s lives. Our job was to make that experience tangible for families who haven’t discovered it yet. ‘It’s a listening thing’ gives us a simple way to introduce Yoto, but also a much bigger creative platform for all of the ways listening positively impacts children.”

Three additional spots explore other aspects of screen-free listening. In one, a young girl rocks out with her cuddly toys. In another, a girl learns fun facts about bugs, while a third shows how Yoto can help children get to sleep.

Sylvia Woon, vice president, growth at Yoto, added: “Akcelo’s campaign captures something families tell us about all the time – that listening on Yoto opens up their kids’ minds — sparking curiosity, encouraging creativity and inviting calm.”

Separately, Yoto just dropped a bilingual kids podcast, “Bash & Mila,” in English and Spanish. U.S. listeners got new chapter-book packs, while French kids were introduced to Frankenstein, Disney and Pixar bedtime stories, and the tale of sailor Violette Dorange.