Yoto, the audio platform for kids behind the critically acclaimed and award-winning screen-free Yoto Player and Yoto Mini, has struck a deal with Warner Music Group (WMG), one of the world’s largest music companies. Their collaboration will see music from some of WMG’s legendary roster of artists available on a portable audio player that is home to a host of amazing children’s music and entertainment brands.
Inspired by Montessori principles of education, Yoto is the brainchild of digital music pioneers Ben Drury and Filip Denker, who created a device that enables young children to access the best kids’ audio, without being exposed to ads, unsuitable content or racking up too much screen time.
Yoto and Warner Music Group’s partnership kicks off this month with music from Super Simple Songs, enjoyed in homes and classrooms all over the world, becoming available on Yoto Cards.
Super Simple Songs is a popular YouTube channel that has more than 38 million subscribers and has racked over 44 billion views for their videos based on original children’s songs and traditional nursery rhymes. Their music has been distributed by WMG’s Arts Music division since 2020.
In 2024, Yoto will create cards with music from a carefully selected and curated group of WMG’s pop, rock and soul artists, all of which will be suitable for its young users.
Ben Drury, Co-founder and CEO, Yoto, says: “Music plays a powerful role in children’s development; from helping develop speech and language to helping them understand the world around them. We’re delighted to be partnering with Warner Music Group to bring these legendary kids’ music brands to Yoto.”
Dom Hodge, Head of Music and Sound, Yoto, adds: “The wonderful thing about music and kids is that it’s never passive. Singing, moving and playing along are always part of how they enjoy music and we’re so excited to be working with Warner Music Group to bring these Yoto Cards to market.”
Kevin Gore, President, Global Catalogue, Warner Music Group, comments: “We’re delighted to be partnering with Yoto to bring some carefully curated music to its huge and growing audience of young people. Starting with our children’s classics from Super Simple Songs and expanding to some of the highlights of our wider catalogue, we’ll work together to open new horizons for Yoto’s young users.”
John Rees, SVP, Strategy and Business Development, Warner Music Group, concludes: “We’re always looking for new ways of connecting our artists’ music to audiences. Yoto has carved out a leading place in the children’s entertainment market and is a natural partner to help showcase our world-leading repertoire of children’s music, as well as other relevant repertoire.”
The very first Yoto Player launched on Kickstarter, then promptly sold out in 2019. The second generation Yoto Player was designed with renowned design agency, Pentagram, and launched in early 2020. Sales of the device shot through the roof during the Covid-19 lockdown of 2020, with parents snapping up hundreds of thousands of devices. Yoto Mini — the portable audio player — launched in late 2021.
Now available worldwide with major markets in the UK, France and North America, Yoto launches Yoto Player 3rd Generation on 15th June 2023, retailing at £99.99. The new-and-improved model of Yoto’s award-winning audio player retains all the features that families love, but now boasts improved stereo sound, an extended battery life, an in-built room temperature reader and so much more. There’s not another kids’ speaker out there like it.
Yoto Player (3rd Generation) opens up kids’ creative play to a whole new world of potential. Immersive stereo sound, all-day battery life and more, come together in a device that’s built for the adventure of childhood.
