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Amazon has tasked family-focused agency Kids Industries with creating its latest campaign for its fledgling Amazon Kids+ subscription service.

Kids Industries, which counts Mattel and Save the Children as its clients, is to roll out Amazon’s ‘Feed their hungry minds’ campaign in October and November, launching in cinemas today.

‘Feed their hungry minds’ blends out-of-home (OOH), 15-second YouTube ads, podcasts and 30-second cinema placements. Paid social across Instagram and Facebook also feature in the campaign.

Kids Industries has leveraged IP from Harry Potter, Peppa Pig, Barbie and Horrid Henry to feature in its ads.

Chief executive officer and co-founder at Kids Industries Gary Pope said: “To bring together a considerable number of brands in one campaign has been an exciting challenge.”

The ads seek to drive awareness of the ‘all-you-can eat’ service, which offers unlimited access to child-friendly books, movies, TV shows and games for a $2.99 Prime ad on.

Amazon Kids+ has already amassed 20 million customers after launching in the US in 2020. It landed in the UK in July.