Sensical (pictured), the kids streaming platform owned by Common Sense Networks, has been acquired by Cricket Media.

Virginia-based Cricket is best known for its same-name magazine that launched in 1973, aimed at readers in the nine-to-14 demo—and also publishes eight other titles targeting different age groups, including preschoolers (Ladybug, Click) and six- to nine-year-olds (Spider). The company delivers printed magazines to subscribers in the US and Canada, with digital subscriptions offered internationally.   

Through this acquisition, the global education mediaco is expanding into streaming and will look into “creating new opportunities for families in cross-media storytelling, advertising and enhanced subscription products,” according to a release. Conversely, Sensical will benefit from growth opportunities by tapping into Cricket’s established licensing partnerships and content library, which boasts as-yet-untapped IP potential.

US-based Sensical provides reviewed and age-appropriate content across three broad age groups—two to four, five to seven and eight to 12. The platform streams such titles as Strawberry Shortcake (WildBrain), Gigantosaurus (Cyber Group Studios), In A World Music Kids (Goes To 11 Media) and Oddbods (One Animation).

East Wind was the exclusive financial advisor to Common Sense Networks on this deal. Financial terms of the acquisition were not available at press time, but the transition will see two members of Common Sense Networks’ board—former Nick president Geraldine Laybourne and former Time chief Bob Miller—join the Cricket Media board. Eric Berger, who headed up Common Sense Networks and Sensical as CEO, now takes the mantle for Cricket Media. 

The acquisition is a “natural fit” for Cricket Media, said company chairman Miles Gilburne in a release. “Sensical’s data-driven approach to providing kids with safe, engaging content perfectly aligns with our mission to deliver high-quality media that supports learning and discovery.”