Vroom, an initiative of the Bezos Family Foundation, is teaming with the Fred Rogers Company in a partnership that will help underwrite the PBS Kids series “Daniel Tiger’s Neighborhood.”
A series of 15-second spots, which began airing Tuesday, will bookend each episode of the show and are meant to “empower parents and caregivers by showing them how to turn the moments they spend with their young children into great brain-building opportunities.” The news was first reported by Parent Herald and Kidscreen.
Vroom was born out of the desire to build a strong foundation in children’s lives through creative interaction in the first five years. The Daily Vroom mobile app and companion materials deliver fun, interactive tips for parents. The Bezos Family Foundation was established by Mike and Jackie Bezos, parents of Amazon.com founder Jeff Bezos.
— Daniel Tiger (@danieltigertv) July 20, 2016
“We are excited to collaborate with The Fred Rogers Company, and ‘Daniel Tiger’s Neighborhood’s’ emphasis on parent-child engagement and strong focus on early childhood development make it the perfect fit for Vroom,” said Jackie Bezos on Parent Herald. “Any moment is an opportunity to help build healthy brain development in children, so we’ve customized Vroom broadcast spots to provide families with easy-to-use brain building tips and activities based on the latest neuroscience research.”
Amazon announced on July 1 that it secured rights to stream “Daniel Tiger” and numerous other PBS Kids series exclusively on Prime Video. Shows including “Wild Kratts” and “Dinosaur Train” were to be removed from competing services such as Netflix.