Yoto develops Mindfulness audio content for children and partners with Barnardo’s in kids’ wellbeing drive

Yoto, the team behind the award-winning Yoto Player children’s audio platform, has launched a new slate of mindfulness content, designed to introduce early learners to the topic of wellbeing. As part of the launch, the firm has also partnered with Barnardo’s for a money raising initiative for the children’s charity.

Yoto has been compelled to promote the mindfulness agenda among children following a recent report that the past year alone has seen a 37 per cent spike in the number of children under the age of 11 contacting Childline for professional mental health. Reports state that while in lockdown, the number of children reported to have developed mental health conditions, including PTSD, climbed.

In recognition of the issue, Yoto has teamed up with some of the world’s leading teachers and authors, including Christiane Kerr, Katie Flaxman, and Nicola Haslett, to deliver a stream of mindfulness content aimed at children aged 0 to eight years old.

The content takes the form of guiding meditations, while stories take listeners on a ‘journey to unlock the building blocks of mindfulness,’ with the aim of helping children relax and enhance feelings of happiness and contentment. Each reader will guide children to the creative part of their mind through scripted story meditations, with an underlay of sound effects and gentle music. The new launch presents an off-shoot for the mindfulness trend, which predominantly serves the adult market.

On top of this, through its partnership with Barnardo’s, Yoto will be donating £1 from every Mindfulness card sold in the UK to the charity. The initiative will run for the remainder of the year.

Ben Drury, CEO and co-founder of Yoto, said: “Mindfulness is a rich and rewarding practice that can be developed at a very young age, and can ultimately provide young learners with the tools they need to tackle complicated situations and stressors. In a time where we are all navigating a ‘new normal’, these tools are an asset and we as parents can make a lasting change in our children’s perception of these challenges by introducing an awareness of mental wellbeing now.

“We’re proud to offer parents a relaxing but engaging first step to introducing mindfulness to our children’s daily routines.”

Each guided meditation can be purchased in the form of a physical card that users simply insert into their Yoto Player to instantly activate it, with an accompanying pixelated display designed to heighten the relaxation experience. Alternative the content is available to play directly from your smart device upon purchase.

The Mindfulness cards are available now for £4.99 from www.yotoplay.com.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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