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Fuhu bolsters nabi tablets with new content subscription service

Tablet maker Fuhu is launching a new monthly content subscription service for US kids. nabi Pass aims to set itself apart from similar services by combining educational and entertainment content across media, and it's currently on the hunt for more content partners.
December 4, 2014

After bringing to market a series of innovative kid-focused Android tablets, including the nabi DreamTab and the nabi Big Tab HD, Fuhu is at it once more. The California-based tech maker is launching a new monthly content subscription service in the US, nabi Pass.

For US$4.99 a month, the service provides kids with movies, TV series, apps, games and eBooks. Aimed at kids ages three to 14, it comes with curated content categorized for different age groups (ages three to five, six to nine, 10 to 14).

One of the tab makers chief rivals in the kids market is Amazon’s Kindle Fire, which has helped boost its presence in the ever-expanding  kid-focused tablet world with its Amazon FreeTime Unlimited subscription service that offers children an extensive variety of content, apps and books. So, Fuhu’s new offering may look like a direct competitor to the retail giant. However, SVP of marketing communications Lisa Lee doesn’t see it quite that way.

“We don’t necessarily view this as a competitor to those types of services,” she says. “We do believe it could be supplemental. When someone subscribes to nabi Pass, the first thing we believe a parent is going to buy into, is that it comes with a complete learning solution.”

For the first time with any media subscription service, nabi Pass gives subscribers access to Fuhu-created comprehensive learning program Wings Unlimited.  The personalized learning system includes individual apps Wings Challenges, Wings N-Site and Wings Classroom. This combo of education and entertainment is, in fact, what sets it apart from services like FreeTime Unlimited.

In terms of entertainment, a number of industry heavyweights have signed on to provide content. The partners, working on a rev-share basis, confirms Lee, include Disney Music Group (music), National Geographic Kids (TV series, long-form video), Cupcake Digital (iStorytime eBooks, DreamWorks-branded games and apps), Saturday Evening Post/Curtis (EZine articles from kids mags Humpty Dumpty, Jack and Jill), Paw (eBooks, eZine articles featuring Garfield) and Nelvana Enterprises (TV series and movies).

In the coming months, Fuhu will continue to add new partners to the service, focusing on how-to content that teaches kids to master new skills, based on their interests. “We’re looking for content that’s good for the brain, specifically more content like action-sports, cooking, and crafts,” notes Lee. “Things that cater to a deeper-dive into children’s hobbies and interests.”

Content will be refreshed on a monthly basis. The service is available exclusively on all nabi tablets. Along with acquiring new content, with efforts being led by head of content licensing Chris Cheong, Fuhu will continue to develop the service’s vertical channels like nabi Sports or nabi Food.

With a user base closing in on two million, Fuhu continues to diversify its offerings in the kids tech space. Alongside its tablets, the company also recently debuted its toy-based gaming property Morpho Pods and a Frozen-themed karoake box.



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