The Dodo, the Group Nine Media-owned digital brand dedicated to adorable and inspirational animal videos, is now looking to corner the children’s market as well.

A new division within the company called Dodo Kids will launch this spring, churning out episodic content aimed at children aged 11 and under. The company is currently seeking to hire a story editor and a video editor to report to The Dodo editorial director Ameena Schelling. Dodo Kids will also leverage existing Dodo videos to inform the development of new series that will seek to appeal to kids in a “fun, engaging, emotionally-compelling way,” according to the company. On the horizon, Dodo Kids also sees opportunities in merchandising and book publishing

Given that The Dodo is the No. 1 animal publisher on YouTube globally in terms of viewership and engagement, it says, YouTube will also serve as the core platform for Dodo Kids, with OTT distribution to follow.

“The Dodo has always been about positivity, and this is a logical extension of our brand,” Dodo founder and chief creative officer Izzie Lerer said in a statement. “There is an undeniable bond between children and animals, and Dodo Kids will tap into that connection to bring inspiring and entertaining stories to the next generation of animal lovers.”

Lerer added that The Dodo reaches 75 million adult viewers monthly. Parent company Group Nine also owns news brand NowThis; tech-focused Seeker; and Thrillist, which covers food and travel.

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