Genius Brands International is creating a new kids music label, thanks to a deal with Sony Music Entertainment and its Legacy Recordings label.
Dubbed Genius Brands Music, the label will produce and distribute original music and popular cover songs from artists for the global market.
As part of the agreement, Sony will distribute the new label under two categories, including Baby Genius for the toddler market; and Kid Genius for children to tweens.
Andy Heyward, chairman and CEO of Genius Brands International, said: “Music has more and more, become the universal language of kids. It is simply not possible to effectively launch a kids brand today without music playing an integral role.
“Sony Music has nurtured, advised, guided and invested in the development of independent music labels spanning virtually every music genre imaginable.
“With the access, distribution and promotional expertise of Sony Music, Genius Brands Music launches with a pedigreed partner that will help strategically drive its success.”
The deal will also help boost the recently announced SpacePOP, Baby Genius, Thomas Edison’s Secret Lab, as well as licensed and acquired properties such as Llama Llama,
Richard Story from Sony Music Entertainment, added: “The children’s entertainment sector, especially in music, requires a unique understanding of how to create both compelling content and audience appetite.
“Andy Heyward is a legendary innovator in children’s media and his cutting edge team is developing incredibly fresh and innovative concepts for kids across all platforms, and we are excited to partner with them on bringing the music from these projects to the global audience.”