Award-winning children’s audio tech company, Yoto, has appointed Insiders studio to lead creative on its largest advertising investment yet
Edinburgh and London-based Insiders was tasked with developing a new creative platform for Yoto, a London-based startup which was recently dubbed “the UK’s second-fastest-growing tech company” in Deloitte’s Fast 50, one of Bloomberg’s Start Ups To Watch, and one of TIME’s Best Inventions of 2020.
Yoto is the creator of the award-winning Yoto Player and Yoto Mini, audio players designed to give kids safe, independent control over their favourite audio. The company’s library includes titles from iconic rights-holders Penguin Random House, Disney Pixar, Roald Dahl and Universal Music alongside Yoto Originals titles, available exclusively on the Yoto platform.
The first work from the Insiders partnership will run in Yoto’s major markets – the brand’s home country of the UK, as well US, Canada, France and Australia.
The upcoming campaigns willsupport the series B-funded company’s rapid global expansion, having grown significant audiences across key regions since launch in 2020.
Huntly Gordon, head of brand at Yoto said: “At Yoto, we’re not content with the pristine, primary-coloured depictions of childhood we’re used to seeing in the kids’ space. So we challenged the Insiders team to deliver a new vision of family life – one where kids can safely lead the way with tech that’s built for them.
“Insiders’ bespoke approach let us match the creative firepower of the best agencies with the agility of a high-growth startup. We can’t wait to see the results of this partnership out in the world very soon.”
Josh Clarricoats, founder at Insiders added: “We love Yoto’s mission and the way they put creativity at the heart of everything they do – this campaign is no exception. We’ve had a really positive and inspiring working relationship, striving to create something unique and ambitious.
“The media investment and international nature of the forthcoming campaigns will be transformative for Yoto, and we can’t wait to see the work out there.”
