With nearly half of Netflix’s 25 million members in the US and Canada having watched at least two movies or shows made for kids in the last 90 days, it seems the video streaming company is appeasing the masses with a newly launched Just for Kids experience.

Members can now click on the Just for Kids tab at the top of the Netflix home page and find a newly-designed section featuring content aimed at children 12 and under. And younger browsers can now click on icons of characters such as SpongeBob SquarePants, Dora the Explorer and Big Bird to find a selection of TV shows and movies featuring that character.

Content is also now categorized according to genres like superheroes, princesses, dinosaurs and girl power. To develop these selections, Netflix aggregated ratings and reviews from Common Sense Media, a US non-profit that provides independent ratings and reviews.

The company says it hatched the Just for Kids product out of recognition that kids are among the most ardent consumers of TV shows and movies.

Currently, the experience is only available via the Netflix website. Similar functionality is expected to follow on the Netflix interface for Wii, iPad, Xbox, Playstation and other devices over the next year.