California-based kids media brand Pocket.watch has closed its US$15-million Series B funding round led by Viacom with participation from Greycroft’s Tracker fund and UTA Ventures.
Viacom has also entered into a commercial agreement with Pocket.watch that covers content, advertising and talent. This deal will see Viacom expand Pocket.watch’s ad sales reach by packaging Pocket.watch-branded video inventory with Nickelodeon content in advertising across digital and traditional platforms.
Talent initiatives, meanwhile, will include identifying new talent and creators for 360-degree partnerships, and featuring Pocket.watch creator partners—YouTube stars Ryan ToysReview (pictured), EvanTubeHD, JillianTubeHD, HobbyKidsTV and Captain Sparklez—in Viacom events like the Kids’ Choice Awards.
In connection with the commercial agreement, the companies also formalized a process for collaborative development in anticipation of several upcoming content projects. Viacom and Pocket.watch previously partnered on the kids sketch comedy series Skoogle. The show was created by and stars Keenan Thompson and was developed for Nickelodeon.
Additionally, Viacom Media Networks COO Sarah Levy will join Pocket.watch’s founder and CEO Chris Williams on the company’s board. A third board member will be named in the coming weeks.