Yoto Partners with This Is Flow to Bring Audio Adventures to Aussie Kids
Yoto, the UK children’s audio brand known for its innovative storytelling experiences, has chosen This is Flow as its media agency for its much-anticipated launch into the Australian market.
A Perfect Match: Understanding Aussie Parents
Following a competitive pitch process, This is Flow won over Yoto with a deep understanding of Australian parents and their media consumption habits. Yoto was particularly impressed by Flow’s ability to identify fresh audience opportunities and explore new media spaces, in addition to presenting a compelling strategy that balances immediate impact with long-term growth within the Australian market.
“We’re incredibly excited to partner with This Is Flow as we bring Yoto to Australian families,” said Anaelle Bayet, Head of Marketing Europe at Yoto. “They bring a deep understanding of local parents, coupled with their innovative approach to media strategy. At Yoto, we’re passionate about empowering kids through audio that sparks their imagination, independence, and learning. With Flow’s expertise, we’re confident we’ll inspire families across Australia to make Yoto a cherished part of their everyday routines.”
Empowering Imagination: What is Yoto?
Yoto empowers kids through engaging audio experiences, offering a unique way for children to explore audiobooks, music, podcasts, and educational content. Yoto Player, the brand’s flagship product, is a screen-free audio player controlled by physical cards, fostering independent exploration and sparking imagination. The accompanying Yoto Mini provides the same experience in a compact, portable format, perfect for little hands on the go.
These cards crackle with content from beloved characters and creators. There are classics from Disney/Pixar, Marvel, Queen, The Beatles, and literary giants like Roald Dahl, The Chronicles of Narnia, and Harry Potter, alongside specially curated Yoto Originals encompassing mindfulness exercises, educational audio adventures, and even step-by-step baking recipes.
The Yoto card store boasts over 500 titles, offering something for every child’s interests.
Building a Beloved Brand Down Under
For this exciting Australian launch, Flow will focus on media strategy, planning, and buying – excluding paid search and social media, which remain under Yoto’s global team in the United Kingdom.
Jimmy Hyett, Founder and CEO of This is Flow, shares his enthusiasm for the partnership: “I’m thrilled to collaborate with a brand like Yoto. They champion kids’ independence and freedom to explore, and as a father, it’s such an important part of parenting — and my kids can’t get enough of their Yoto cards. We’re looking forward to establishing Yoto as a household name for all Australian families.”
Flow kicked things off with a pre-Christmas campaign in November, specifically timed to resonate with families during this special season.
How did This is Flow contribute to Yoto’s launch in the Australian market?
## Bringing Audio Adventures Down Under: An Interview with Yoto
**(Host):** Today we’re talking about the exciting arrival of Yoto, a UK-based children’s audio brand, in the Australian market. Joining us to discuss this innovative product and their partnership with media agency This is Flow is [Guest Name / Title].
Welcome to the show!
**(Guest):** Thanks for having me.
**(Host):** For our listeners who might not be familiar, can you tell us a bit about Yoto?
**(Guest):** Absolutely! Yoto is an audio platform designed especially for kids, focusing on screen-free listening experiences. Imagine a fun, portable device simple enough for little hands to use [[1](https://au.yotoplay.com/yoto-mini)]. Kids can insert physical cards loaded with stories, music, educational content, and even podcasts. Think of them as audio books come to life! The Yoto Mini, their compact version, is perfect for taking on adventures.
**(Host):** That sounds fantastic! It seems like Yoto addresses a real need for creative, screen-free entertainment for children. How did This is Flow come into the picture?
**(Guest):** This is Flow truly impressed us with their deep understanding of Australian families and media trends [[3]]. They really grasped our vision of bringing Yoto’s unique offering to Aussie kids. Their strategy balanced immediate impact with long-term growth, which is exactly what we were looking for.
**(Host):** It sounds like a perfect match! What are your hopes for Yoto’s reception in Australia?
**(Guest):** Anaelle Bayet, our Head of Marketing in Europe, said it best: we want Yoto to become a treasured part of everyday routines for families across Australia. We believe Yoto has the power to spark imaginations, encourage independence, and foster a love of learning through the magic of audio.
**(Host):** Thank you so much for joining us today and sharing this exciting news about Yoto. We wish you all the best in your Australian launch.
