Yoto creates 'Etsy for kids audio' as it releases 32 new cards from independent creators

Kids audio tech brand Yoto has released 32 new cards from 24 different independent creators as part of its Creators pilot programme. The programme has been likened to an "Etsy for kids audio", which is "designed to spotlight independent creators, offering them the opportunity to have their stories and music selected, published, and sold as Yoto cards on the Yoto website". 

The 24 creators chosen have been approved by Yoto "to meet high standards, and each offer fresh and original voices that listeners will love to add to their collection". 

Tom Ballhatchet, v.p. of Creative, UX and innovation at Yoto said: "Over the past few years, Yoto’s rapid growth across the world has seen us secure partnerships with the world’s leading publishers and record labels. But we don’t believe that those are the only places where creative kids’ audio content can come from! In fact we know it isn’t, because for the last 18 months we have been nurturing new creative talent on our community site, Yoto Space, and giving creators an open mic to share their original audio in the Yoto format—all free to access for families all around the world to enjoy. We’ve been blown away by the creativity there, and we knew we needed to find a way to bring this to more people.

"The Creators pilot takes that next step, and audio makers can now publish their content on printed Yoto cards, sold on the Yoto Store, or even sold through a creator’s own channels. It’s like ‘Etsy for kids audio’ and we’re really excited about how it can help us find and support the talent of tomorrow, and bring fresh new voices to Yoto families everywhere."

The latest scheme follows Yoto Space, which was launched in April 2023. Two audio contests for original content have been held since, which saw entries from new and established creators. The Yoto Space platform has given Creators direct access to the Yoto team, and has allowed them to get real time feedback and interact directly with their audience.

UK creator Morwenna Rose said: "The amazing feedback I have received from the Yoto Space community as I have worked on The Book of Arralan series has been so important to me. It’s been so valuable to hear what people have loved most about the series and has definitely spurred me on to create more and more. I have always enjoyed telling stories and if it wasn’t for my dyslexia I think maybe I would have become a children’s author. But now I want to be the first ‘audthor’ (audio only author) to inspire other dyslexic people to find a way."

David Thair, community manager at Yoto said: "Creators who want to get involved can visit the ‘Publish’ section on our community site Yoto Space to learn more about how to make a great Yoto card. They’ll find Creator Guidelines as well as handy resources to learn about what makes the Yoto format unique, and how to create a really engaging and successful title that children will love. If you’re just starting out, you might choose to share your audio for free, and start your Creator journey by building an audience in the ‘Open Mic’ area on Yoto Space. We look forward to seeing you there!" 

The full Creators collection can be found on the Yoto card store.