Calm builds original kids’ content as the meditation and mental wellness app company tries to convince more parents to spend $ 70 on an annual subscription – with a list of celebs and new characters to help their boys grow up to relax and come to sleep.
The app, which was first launched in 2012, already contains material aimed at Tykes. Calm Kids’ content library includes bedtime stories (branded “Sleep Stories”), meditations, lullabies, and more. These include stories based on DreamWorks “Trolls” by Anna Kendrick and Mattel’s “Thomas & Friends” by Kate Winslet.
The Calm Kids range is now being expanded. 2022 comes with audio commentary from Pink, Maya Rudolph, Wanda Sykes, Randall Park, Diane Keaton, Stephen “tWitch” Boss, and others.
In addition, Calm is developing Sleep Stories with Hasbro’s Peppa Pig, DreamWorks Animations Kung Fu Panda and Illumination Entertainments Minions, the crew of popular yellow, short stature lackeys (who will probably speak an understandable form of English in their Calm). Children’s content). Other new sleep stories will include original intellectual property created in-house with characters like Yawny McDawny (narrated by Sophia Bush), Cap’n Dreambeard, and Bill Dozer.
The company is expanding the content pace of Calm Kids because “we now have a unique sense of urgency,” said Greg Justice, VP of Content. “It was very stressful for young people last year, so we’re doubling everything that concerns Calm Kids.”
Pink commented on the introductory video promoting Calm Kids’ expanded content offering:
The company plans to publish new Calm Kids Sleep Stories every Sunday “to help make bedtime truly magical for families,” Justice said. Other content will include a range of formats, including interactive features such as mood checks, gratitude reflections, breathing techniques, and gentle movements.
“We’re excited to see our characters come to life in new ways with Calm Kids content,” said Marissa Mansolillo, Head of Content Strategy at Hasbro Publishing. “Our Peppa Pig Sleep Story is just the beginning of a great collaboration that we hope will make bedtime even more special for the whole family.”
In parallel, Calm continues to create new adult content. “We go deep into sleep and mindfulness,” Justice said. Last month the app caused a stir with the premiere of a bedtime story read by Regé-Jean Page, the steamy star of the Netflix season “Bridgerton”.
Justice said he doesn’t see the Calm app as direct competition to podcasts. He said the growing amount of mindfulness-based audio programming is a boon to the company: “We’re seeing a rising tide lifting all boats.”
Calm provides selected content free of charge. Full access to the Calm app is $ 69.99 / year or $ 400 for a lifetime subscription.