In a move to harness the growing influence of the creator economy on audio content, Pocket.watch has teamed up with GoKidGo to introduce two innovative podcasts aimed at children. This partnership seeks to leverage the unique storytelling potential of podcasts, offering engaging and imaginative content tailored for young listeners.
As the podcasting trend continues to surge, Pocket.watch is strategically placing its resources in developing audio shows for children. The company, which collaborates with 53 creator brands, aims to extend its influence in the realm of children’s entertainment through music and mystery-themed podcasts. Its recent collaboration with GoKidGo marks a significant milestone in its journey.
In 2025, Pocket.watch, founded in 2017, made a bold move by launching two podcasts that target distinct age groups with tailored content. The first is a musical mystery show for preschoolers featuring Diana Kidisyuk from the popular YouTube channel ‘Love, Diana.’ The second caters to tweens and is centered on mystery, starring the voices of the GEM Sisters, well-known YouTube personalities.
Albie Hecht, formerly the president of film and TV entertainment for a major children’s network, emphasizes that children’s podcasts must be distinctively crafted compared to adult podcast formats. “It’s not just two people talking in a room,” he notes, highlighting the narrative focus of Pocket.watch’s productions, such as problem-solving and the inclusion of educational elements. These podcasts encourage interaction, almost prompting children to ‘talk back’ to the storyline they are part of, thus enhancing engagement.
Amanda Klecker, senior vice president of marketing and franchise at Pocket.watch, outlined that the company’s creators are transformed into animated figures, allowing them to appear in various formats sans direct involvement in production. This innovative strategy not only alleviates the burden on creators but also sustains the creators’ image in their most appealing form.
Pocket.watch’s approach to audio content creation involves collaboration with Universal Music Group to establish a music production label for children, aiming to further its multimedia reach. This initiative aligns with the company’s strategic intent to adapt to the evolving preferences of its young audience.
Voice acting is a critical component of the production process for Pocket.watch. For instance, while the GEM Sisters’ age suits direct voice involvement, younger creators like Kidisyuk require voice actors who can capture and convey characters authentically. This attention to detail ensures that the content remains engaging and faithful to the creators’ brands.
Pocket.watch’s deliberate shift towards creating engaging podcasts for children demonstrates its commitment to innovation within the creator economy. By focusing on narrative-driven formats that invite interaction, the company is well-positioned to capture the imaginations of young audiences. This endeavor not only amplifies its creators’ reach but also sets a new standard for children’s entertainment.
Source: Businessinsider
