Former NFL running back Rashad Jennings has teamed up with New York-based Rock Hill Media Ventures to adapt Jennings’ children’s book series The Coin Slot Chronicles into TV, film, digital content and consumer products.

The four-book series tracks Arcade and his sister Zoe who use a magical slot machine to travel to a world where adventures, and the chance to help others, await.

Rock Hill has also partnered with Jennings on a literacy improvement initiative for kids. As part of the initiative, Jennings’ book series will play a key role in encouraging kids to get into reading.

Led by former Nickelodeon exec Keith Dawkins, Rock Hill has been growing its slate with inclusive sports-focused kids content recently, inking a deal with Believe Entertainment (Dear Basketball) to jointly develop a pipeline of new series. The partnership with Jennings stems from growing demand in the market for “diverse stories from diverse creators with great commercial appeal,” Dawkins said in a statement.

Athlete-fronted content has also caught the eye of other prodcos. MiMO Studios recently signed a deal with former NBA point guard Baron Davis to create sports content for families. marblemedia’s All-Round Champion, which was renewed for a second season in February, also features different celebrity athletes who teach kids more about their particular sport.