Bezos Family Foundation Teams with Fred Rogers Company to Help Parents Turn Everyday Moments into Brain Building Moments

First-of-its-Kind Initiative Features Engaging Broadcast and Digital Recognition Videos, as well as Targeted Community Outreach Through “Be My Neighbor Day” Events From Coast-to-Coast

Vroom, an initiative of the Bezos Family Foundation, has teamed up with The Fred Rogers Company, creator of award-winning entertaining and meaningful children’s media, on an exciting sponsorship of the animated hit PBS KIDS series Daniel Tiger’s Neighborhood. The unique approach features sixteen 15-second recognition videos created by Vroom to empower parents and caregivers by showing them how to turn the moments they spend with their young children into great brain building opportunities. The new spots bookend each episode of the show as Vroom’s recognition videos and feature different tips, incorporating topics such as how to foster creativity and communicate effectively. In addition to messaging on PBS KIDS’ broadcast and digital channels, the new partnership delivers special learning resources directly to parents and caregivers during Daniel Tiger’s Neighborhood “Be My Neighbor Day” community events,in collaboration with ten PBS stations across the country.

“Our mission with Daniel Tiger’s Neighborhood is to foster positive and productive communication and learning opportunities between parents and preschoolers, and Vroom’s emphasis on the power of interactivity among kids and families makes this pairing the perfect match,” said Paul Siefken, Vice President, Broadcast and Digital Media, The Fred Rogers Company. “We greatly appreciate the support from Vroom, and we share their dedication to helping caregivers from coast-to-coast make the most of their everyday interactions with the children in their lives.”

“We are excited to collaborate with The Fred Rogers Company, and Daniel Tiger’s Neighborhood’s emphasis on parent-child engagement and strong focus on early childhood development make it the perfect fit for Vroom,” said Jackie Bezos, President, Bezos Family Foundation. “Any moment is an opportunity to help build healthy brain development in children, so we’ve customized Vroom broadcast spots to provide families with easy-to-use brain building tips and activities based on the latest neuroscience research.”

Millions of children and parents watch Daniel Tiger’s Neighborhood every day, and as Daniel Tiger learns and grows, young viewers learn right along with him. Each episode of the series showcases two engaging stories starring 4-year-old Daniel Tiger and his best friends, who invite viewers to come with them on fun adventures as they explore the colorful Neighborhood of Make-Believe. The use of irresistible musical strategies reinforces the unique theme of every show, so that preschoolers and parents will want to sing along and incorporate them into their daily lives. The popular animated series was created by some of today’s preeminent innovators of quality children’s media. Creator Angela Santomero, from lead production partner Out of the Blue Enterprises, is co-executive producer, along with Kevin Morrison of The Fred Rogers Company and Vince Commisso of the award-winning animation studio, 9 Story Entertainment.

Daniel Tiger’s Neighborhood is the most popular TV series on PBS KIDS among mothers of young children and, on web and mobile platforms, viewers have streamed almost half a billion videos of the show in the past year alone*. The program has garnered a host of prestigious awards and honors, including a 2016 Daytime Emmy® Awards Nomination for Outstanding Writing in a Preschool Animated Program as well as a 2016 Parents’ Choice Gold Award. It was also named a 2014 Prix Jeunesse International Selection. 

*Sources: Nielsen NPOWER, L+7, PBS, 3/28/2016 – 4/24/2016, program GAA% LOHw/C<3; Google Analytics for Desktop, Mobile, and OTT streams combined, July 2015 – June 2016.

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