David Farnor | On 15, Jul 2014

Amazon Prime Instant Video has picked up Peppa Pig and a load more kids TV shows in a new wave of deals with various distributors.

Amazon’s agreements inked this week include partnerships with Aardman, Hasbro Studios, DHX Media, Entertainment One (eOne), Millimages, Nelvana, Darrall Macqueen and Saban Brands, including such series as Peppa Pig, Yo Gabba Gabba, In The Night Garden, The Adventures of Paddington Bear, My Little Pony: Friendship is Magic, Rolie Polie Olie, Bear Behaving Badly, Baby Jake, Digimon, Beyblade and Dennis the Menace, Mona the Vampire, Donkey Kong Country and Sonic The Hedgehog.

Some of these titles Amazon already had in its line-up, but others are new additions to its catalogue – including exclusive rights to 64 Zoo Lane.

Indeed, Amazon has placed a lot of weight on its child-friendly content, boasting everything from Trap Door to Round the Twist in a heated rivalry with Netflix to attract younger viewers’ attention spans. Amazon’s deal with Warner Bros. has already established it as the streaming home of animated Batman adventures – including, most recently, Beware The Batman in May – while it has also branched out into original programmes for kids too, namely Tumble Leaf, Annedroids and Creative Galaxy.

They may not all be successful or top quality, but for the online retailer, you can clearly never have too much of a kid-friendly thing. As the summer holidays arrive, the sector is set to be the hardest fought between subscription VOD rivals.

“Ahead of the Summer holiday we’re pleased to be able to offer such a wide variety of premium children’s content to our members” said Chris Bird, Director of Content Strategy at Amazon Instant Video EU. “These deals allow us to give our members even more choice, complemented by unlimited streaming of some of the biggest and best shows aimed at a younger audience on over 400 devices.”

Why are Amazon and Netflix fighting over your kids? Find out here.

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