HappyKids and Major League Baseball (MLB) are partnering to bring MLB Clubhouse, MLB’s youth-focused digital content platform, to HappyKids audiences.
The partnership marks HappyKids’ first collaboration with a major sports league and adds a slate of MLB programming to the free, ad-supported streaming platform. The content includes original animated series, behind-the-scenes player features, game highlights, and creative and educational programming designed to introduce baseball and softball to young fans.
“Reaching young fans means meeting them on the platforms where they already spend their time with their families,” explains Gregg Klayman, Senior Vice President, Product Development and Content Strategy, MLB. “Partnering with HappyKids allows us to put MLB Clubhouse in front of families in a trusted, co-viewing environment, extending the reach of our content well beyond our own channels and helping more households discover the fun, creativity, and personalities that make baseball and softball unique.”
MLB Clubhouse content began rolling out on HappyKids last month, with additional programming planned on an ongoing basis. The content is available through happykids.tv and the HappyKids apps on Roku, Fire TV, Samsung Plus TV, Vizio, LG, and other major streaming devices.
The partnership comes as HappyKids reports that 85% of viewing on the platform is driven by family co-viewing and that the service generates more than 800 million monthly impressions.
“HappyKids’ goal has always been to meet the demand of our audience and bring them the content they are looking to watch,” shares David Di Lorenzo, Senior Vice President, Content Acquisitions and Partnerships, Future Today.
The deal also marks a broader push into sports content for HappyKids, which plans to pursue additional partnerships with major sports leagues in the coming months.
See MLB Clubhouse on HappyKids at happykids.tv.
