In late 2021, we saw how kids content was transcending economic & geographic boundaries when we saw kids in lower income India as well as kids in silicon valley were both singing Baby Shark. That made us explore the space further. We found that kids all over the world are consuming content online but issues like addiction, developmental delays were starting to emerge. We looked into the research around kids' screentime that said that content could be good for kids over 2 years of age if it was high quality, interactive, educational and if parents would co-view & engage kids. We saw there were some great educational apps out there for kids, but none of them were able to turn screentime into a net positive for kids. After some research we found this is because they are unable to keep kids learning on their platform and they leave for other platforms.

This laid the foundation for our conviction on video content that kids inherently love watching, a platform with wide variety of content from diverse content creators and an interactive AI powered buddy to co-view & engage as ingredients to make screens good for kids.