As videos for kids on platforms like YouTube receive international scrutiny, leading media company Moonbug is forging a partnership that will bring more educational merit to its content library. The owner of notable IP like CoComelon and Blippi has announced a pact with the UCLA-affiliated Center for Scholars & Storytellers (CSS).
The Center’s mission is to connect creators with academic research that can be used to improve programming for preschool audiences. Its partnership with Moonbug will incorporate those findings into shows like CoComelon, Blippi, Little Angel, and CoComelon spinoff The Melon Patch.
The teams that bring those shows to millions of young viewers will utilize the Center’s research throughout the entire creative process, from early concepting to production. “To make great stories for young kids, you have to start with how they learn,” said Moonbug Chief Creative Officer Rich Hickey in a statement. “Our teams already think deeply about how toddlers experience music, stories, and everyday moments. This partnership with CSS renews that commitment.”
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Recent studies have expressed concerns about the ways excessive screen time affects toddlers and the looming specter of AI slop among that audience. Some pediatricians have criticized CoComelon for its “overstimulating” nature, though Moonbug has worked closely with learning consultants and has taken strides to make its content more beneficial for its preschool-age audience.
Moonbug extended that effort last year when it pledged to join YouTube’s initiative to promote “the development of high-quality, age-appropriate content for young people.” Google is committed to uplifting those types of videos on YouTube.
Now, with the CSS as its guide, Moonbug is looking to add even more enrichment to its library. The Center developed four core principles by reviewing research on early childhood learning and passing that analysis along to partners like Moonbug. Equipped with the Center’s information, Moonbug will be able define learning goals, shape themes, and ensure clear conveyance of its educational messages.
That effort won’t just please partners like YouTube. Parents have also demonstrated a desire for more beneficial children’s content on YouTube, which is one reason why educator Ms. Rachel has achieved eye-popping viewership numbers. CoComelon’s live-action Melon Patch, led by Ms. Appleberry (pictured above), could be its answer to Ms. Rachel — and now, thanks to the CSS, Melon Patch videos will have even more merit for their young viewers.
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