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NowThis Kids

NowThis, the millennial-focused video brand from Group Nine Media, is launching a new brand aimed at children of millennials called "NowThis Kids," executives tell Axios.

Why it matters: The launch comes at a time when parents are debating whether to send kids back to school and how to keep them occupied at home if they don't return to in-person classes.

Details: The new vertical will target millennial parents (NowThis's main audience) and their Gen-Z children, ages six to 11.

  • It will initially launch with a new dedicated YouTube channel and programming, as well as a podcast and newsletter.
  • NowThis Kids will be hosted by 13-year-old activist Naomi Wadler, who gained notoriety when NowThis first interviewed her in 2018 after she led a gun violence walk-out at her school focused on Black women. The video led to George Clooney inviting Wadler to speak at March For Our Lives.
  • Cheerios will be the launch sponsor of NowThis Kids and will continue to sponsor the vertical for an extended period of time. Its sponsorship will include a combination of advertising around the programming and some sponsored integrations on YouTube.
  • NowThis will be working with its current staff to create content for NowThis Kids. Senior producer Sheena Oglesby will oversee the day-to-day coverage.

Be smart: This will be the second kids-focused vertical within Group Nine Media.

  • Group Nine Media is also home to The Dodo, Thrillist, Seeker, PopSugar and NowThis. Last year, The Dodo, an animal media brand, launched "Dodo Kids" with Paramount Pictures as a launch partner.
  • Group Nine also launched a "parenting" vertical within its Popsugar brand last year, as well as a a new clothing line for tweens with Popsugar and Old Navy.
  • "The fact that Cheerios came on to be a launch sponsor is a good signal that brands right now see the opportunity in speaking to young people in this moment," said NowThis President Athan Stephanopoulos.
  • "We feel very confident from business side that there's natural synergies for other brands as well," he added.

The big picture: The launch comes at a time when parents want their kids to be informed on social issues and what's going on in the world, while also ensuring that the information they receive is safe, positive and educational.

  • "The programming is not just for kids, but for millennial parents and their kids to learn and engage together," said Stephanopoulos.

Go deeper

Oct 23, 2020 - Sports

The youth sports exodus continues

Illustration: Sarah Grillo

Youth sports remain in a moment of crisis, as the health and financial situations brought on by the pandemic continue wreaking havoc.

By the numbers: The Aspen Institute's recent survey of 1,103 parents with sport-playing kids aged 6-18 paints a rather bleak picture.

55 mins ago - World

Putin foe Navalny to be detained for 30 days after returning to Moscow

Russian opposition leader Alexey Navalny. Photo: Oleg Nikishin/Epsilon/Getty Images

Russian opposition leader Alexey Navalny has been ordered to remain in pre-trial detention for 30 days, following his arrest upon returning to Russia on Sunday for the first time since a failed assassination attempt last year.

Why it matters: The detention of Navalny, an anti-corruption activist and the most prominent domestic critic of Russian President Vladimir Putin, has already set off a chorus of condemnations from leaders in Europe and the U.S.

Biden picks Warren allies to lead SEC, CFPB

Photo: Justin Sullivan/Getty Images

President-elect Joe Biden has selected FTC commissioner Rohit Chopra to be the next director of the Consumer Financial Protection Bureau (CFPB) and Obama-era Wall Street regulator Gary Gensler to lead the Securities and Exchange Commission (SEC).

Why it matters: Both picks are progressive allies of Sen. Elizabeth Warren (D-Mass.) and viewed as likely to take aggressive steps to regulate big business.