The name speaks for itself. nabi Compete is the newest contender in the ever-expanding children’s wearables market, and the fitness tracker is laced with elements of gaming, competition and personalization.

The nabi Compete Competitive Bands for Kids, from California-based nabi tablet creator and tech company Fuhu, is essentially an activity device designed to help kids approach physical play through gamification.

nabi Compete (US$39.99) is now on shelves at US retailers Target and Best Buy and comes packaged with two kid-friendly bands that can be linked by downloading a corresponding app that then opens the door to competing against friends and family members in physical challenges. The tasks are based on real-world places and landmarks, such as racing to the end of the Brooklyn Bridge or the National Mall Loop.

The device targets kids six and up – a demographic that will now be able to use nabi Compete to understand the concept of calories. The app shows kids how many calories they burned off with each activity challenge. Plus, nabi Compete offers a reward-based system where kids can earn points and badges by being active, winning competitive challenges and completing activity goals with others.

Through reaching goals and earning points, kids can collect, grow and nurture a variety of virtual pets that can be used for a power boost advantage in their activity challenges. And in terms of deeper social interaction, users can share their mood via emoticons during challenges through access to Fuhu’s safe friends network, nabi Konnect. A variety of wristband accessories for nabi Compete are also available.

The device marks the latest product in Fuhu’s portfolio. Earlier this year, the company announced its entry into the baby and toddler space, and late last year the tech maker launched a new monthly content subscription service in the US, nabi Pass.