Kids’ content makes hundreds of millions on YouTube. A new company–filled with execs from Disney, Nick, and more–wants in.

Kids’ content is a dominating force on digital platforms–and a big business, with giants like Moonbug, Pinkfong, and WildBrain making tens or hundreds of millions of dollars from IPs they built on YouTube.

Now a new company, helmed by a team of writers, directors, producers, and executives with experience at YouTube, Nickelodeon, Disney, Apple TV+, and Max, wants a slice of that pie.

The Kids’ Table, which describes itself as “a premium content company for creators and brands,” launched this week, promising it “will provide the expertise to deliver high-quality, evergreen stories and build franchises that reach kids wherever they are, on screens, platforms, and devices worldwide.”

It’ll do that by offering individual content creators and companies original IP development, help with adapting existing IPs into other mediums, content slate building, production resources, and licensing. It says digital distribution of these IPs on YouTube “will play a key role” in its overall strategy.

“YouTube is the #1 destination for kids, and we plan to meet them where they are,” co-founder Brent Coble said in a statement. “Whether it’s YouTube creators wanting to expand to a new demo or brands aiming to amplify their YouTube presence, we are well equipped to achieve those goals.”

Coble is a longtime digital content strategist who’s worked with Google, YouTube, Nickelodeon, and Jubilee Media, and built digital IP for brands like the NFL and Hulu.

Joining him on The Kids’ Table team are:

• writer/producer Chris Viscardi, who formerly headed Nickelodeon Animation
  and wrote for films like Alvin and the Chipmunks, The Tale of Despereaux, Snow Day, and The Plankton Movie
• creative exec/producer Nikki Reed, who worked with Max, Disney, and Paramount Television on IPs like National Treasure, Descendants, and Jessie
• exec/producer/filmmaker Michael Sammaciccia, the former head of Nickelodeon Original Movies who worked on 30 movies including Holes, The Chronicles of Narnia, Bridge To Terabithia, and Spy Kids
• and creative exec Angela Silak Vargas, who was at Nickelodeon and Apple TV+, working on series including Slumberkins, Interrupting Chicken, and Get Rolling With Otis

Sammaciccia said this group of co-founders has been “coworkers, friends, and fans of one another for years,” and that they launched The Kids’ Table because they “see an incredible opportunity for brands to connect with kids and parents.”

The Kids’ Table is specifically looking for content that will be parent-approved–and maybe even engaging for parents, considering “how important co-viewing is for families,” Vargas noted. (We’ve noticed, too: numerous reports have shown just how often parents are watching YouTube content with their kids.)

The company says it’s actively developing partnerships with YouTube creators and “celebrity talent,” along with consumer product manufacturers, retailers, and brands.

“We all remember sitting at the kids’ table. It’s where imagination runs wild, creativity thrives, and the best stories unfold,” Reed said. “That’s the spirit we’re bringing to every project, and we invite digital creators and global brands to pull up a chair.”