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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.

Updated 4 hours ago - World

Skripal poisoning suspects linked to Czech blast, as country expels 18 Russians

Combined images released by British police in 2018 of Alexander Petrov (L) and Ruslan Boshirov, who are suspected of carrying out an attack in the in the southern English city of Salisbury using Novichok, a military-grade nerve agent, and also the2014 Czech depot explosion. Photo: Metropolitan Police via Getty Images

Czech police on Saturday connected two Russian men suspected of carrying out a poisoning attack in Salisbury, England, with a deadly ammunition depot explosion southeast of the capital, Prague, per Reuters.

Driving the news: Czech officials announced Saturday they're expelling 18 Russian diplomats they accuse of being involved in the blast in Vrbětice, AP notes. Czech police said later they're searching for two men carrying several passports — including two with the names Alexander Petrov and Ruslan Boshirov.

Indianapolis mass shooting suspect legally bought 2 guns, police say

Marion County Forensic Services vehicles are parked at the site of a mass shooting at a FedEx facility in Indianapolis, Indiana, on Friday. Photo: Jeff Dean/AFP via Getty Images

The suspected gunman in this week's mass shooting at a FedEx facility in Indianapolis legally purchased two "assault rifles" believed to have been used in the attack, police said late Saturday.

Of note: The Indianapolis Metropolitan Police Department's statement that Brandon Scott Hole, 19, bought the rifles last July and September comes a day after the FBI told news outlets that a "shotgun was seized" from the suspect in March 2020 after his mother raised concerns about his mental health.