Wednesday, December 05, 2012

Amazon Launches Kindle FreeTime Unlimited Service In The USA; Includes Nickelodeon Content

According to the below news article and Amazon Press Release from Engadget, Amazon has launched it's Kindle FreeTime Unlimited service, which includes content from Nickelodeon, including episodes of the popular Nickelodeon and Nickelodeon Preschool (Nick Jr.) shows such as "SpongeBob SquarePants", "Dora the Explorer", "Blue's Clues", "Go, Diego, Diego!", "Yo Gabba Gabba!", "The Backyardigans", and "Rugrats":
Amazon Kindle FreeTime Unlimited launches, bundles kid-friendly media, menu for a fee

We got a peek at Amazon's Kindle FreeTime during its press conference back in September, but now it's making the family-friendly feature part of a subscription package available across the family of Kindle Fire devices. More than just a submenu of video like the ones offered by Netflix and Hulu Plus, it resembles the Kid's Corner launcher in Windows Phone 8 by password locking children out of the rest of the device, but with a preselected package of content to fill it.

Available to Prime subscribers for $2.99 per month, per child or for $6.99 for a family-wide license of up to six kids (don't have Prime? you can pick it up for $4.99/$9.99 a month), kids can browse through the selection of educational apps, games, books, movies and TV shows. It also throws in other features parents will dig, with a personalized login and bookmarks for the kids, plus the ability to set time limits on use that can be specifically tailored by category.

All of this happens with them seeing any ads or racking up a bill for video on-demand or in-app purchases, since those hooks have been removed, creating an environment endorsed by Common Sense Media. Big names like Disney, Nickelodeon, DC Comics and PBS are all on the list, with the promise of a store of content to keep the little ones distracted/learning as long as necessary. To set it up on your device, you'll only need to create a FreeTime account if you haven't already, and hit the free trial button.

Want to see it for yourself? The feature is available in an OTA software update rolling out over "the coming weeks" to the new Kindle Fire, Kindle Fire HD and Kindle Fire HD 8.9, with a free month of trial access available to owners. There are more details in the press release after the break, or beyond the source link.

Introducing "Kindle FreeTime Unlimited"-The All-You-Can-Eat Content Service Built From the Ground Up Just for Kids-Available Exclusively on the All-New Kindle Fire and Kindle Fire HD

For the first time ever, bringing together all the types of content kids and parents love-books, games, educational apps, movies and TV shows-into one simple, easy-to-use service for kids ages 3-8

Unlimited access to thousands of titles including exclusive-to-Amazon Android apps and games-all curated for age-appropriateness-a special price for Prime members of just $2.99 per month per child, or $6.99 per month per family

Featuring the best in children's entertainment from Andrews McMeel Publishing, Chronicle Books, DC Comics, Disney, HIT Entertainment, Houghton Mifflin Harcourt, Marvel, Nickelodeon, PBS, Reading Rainbow, Sesame Workshop and more

Owners of the all-new Kindle Fire and Kindle Fire HD get one month of FreeTime Unlimited for free

SEATTLE--(BUSINESS WIRE)--Dec. 5, 2012-- (NASDAQ: AMZN)-Amazon today introduced Kindle FreeTime Unlimited, bringing together for the first time all of the types of content kids and parents love-books, games, educational apps, movies and TV shows-into one simple, unlimited, easy-to-use service for kids ages 3-8. For a special monthly price of just $2.99 per child or $6.99 for the whole family, Prime members get unlimited access to thousands of popular kids titles. Customers who are not yet Prime members can sign up for FreeTime Unlimited for a monthly price of $4.99 per child or $9.99 per family. FreeTime Unlimited will be available on the all-new Kindle Fire, Kindle Fire HD and Kindle Fire HD 8.9" as part of a free, over-the-air software update that will be automatically delivered in the coming weeks.

Kids will love FreeTime Unlimited because:

They can explore all the content on their own and pick for themselves what to read, watch or play next

All of their favorite characters are included-Elmo, Dora, Thomas & Friends, Cinderella, Buzz Lightyear, Lightning McQueen, Curious George and more

With individual profiles, everything in their library is theirs-no sharing a home screen with siblings or parents and no losing their place in a movie or TV show when someone else picks up the Kindle Fire

They can easily explore their favorite topics-pick a favorite subject like "Princesses" and navigate seamlessly between princess books, princess games and princess TV shows

Parents will love FreeTime Unlimited because:

All apps have in-app payments, advertisements and social media removed

They don't have to worry that kids will run up a bill

All-you-can-eat pricing means they don't have to enter into negotiations with kids about what to buy or rent-"You already rented that yesterday" is a relic of the past

All of the content is already pre-screened for age-appropriateness

"As a parent it's hard to predict what my daughter is going to enjoy, or which movie she's going to watch 50 times in a row-so I buy a range of content and hope for the best-but I get it wrong frequently," said Peter Larsen, Vice President, Amazon Kindle. "FreeTime Unlimited gives kids the freedom to explore age-appropriate content on their own and pick for themselves what they want to watch, play or read next. For as little as $2.99 a month, your child will have unlimited access to thousands of popular books, games, educational apps, movies and TV shows from Disney, Nickelodeon, Houghton Mifflin Harcourt, PBS, Sesame Workshop and more."

Kindle FreeTime Unlimited is an optional extension to Kindle FreeTime, a free feature on the new Kindle Fire family, which re-invents parental controls and offers parents new tools like Time Limits, which helps parents manage their kids' screen time. FreeTime Unlimited is designed to make FreeTime even better for parents and kids: when a parent signs up for FreeTime Unlimited, thousands of content titles automatically appear in FreeTime, sorted by their kids' age and gender, alongside the titles parents have already approved from their own collection of content. Kids can follow their own imaginations across books, games, educational apps, movies and TV shows without being dependent on help from mom and dad. Parents can feel comfortable handing off their Kindle Fire to their kids, knowing that all of the content is age-appropriate. Kids will recognize many of their favorite characters like Elmo, Dora, Thomas & Friends, Cinderella, Buzz Lightyear, Lightning McQueen and Curious George-all available with Kindle FreeTime Unlimited.

"With games like Where's My Water? and Where's My Perry? Disney is bringing hours of entertainment to Kindle users in any age group," said Tim O'Brien, VP of Business Development, Disney Games. "Amazon's Kindle FreeTime Unlimited is a great way to introduce some of Disney's most popular apps to an even larger audience."

"Nickelodeon has been serving kids for more than 33 years – providing them with fun and enjoyable experiences on multiple platforms," said Steve Youngwood, Executive Vice President and General Manager, Digital Nickelodeon. "We are thrilled to offer our content as part of Amazon's innovative new service for kids."

"We are thrilled that HIT Entertainment's trusted content portfolio is part of the launch of Kindle FreeTime Unlimited," said Natasha Fishman, Senior Director, Digital Media & Marketing, HIT Entertainment. "Our beloved brands, including Thomas & Friends©, Bob the Builder©, Fireman Sam©, Barney©, Angelina Ballerina©, and Pingu© encourage discovery and inspire imagination in kids and are a perfect complement to FreeTime Unlimited's carefully curated mix. Whether it's playing with apps, reading e-books, or watching movies, fans will have plenty of their favorite HIT characters from which to choose."

"PBS KIDS is dedicated to providing educational and engaging content that opens up worlds of possibilities for kids," said Lesli Rotenberg, Senior Vice President, Children's Media, PBS. "We are excited to work with Amazon on Kindle FreeTime Unlimited to offer a new opportunity for today's on-the-go kids to play and explore with their favorite PBS KIDS characters in an age-appropriate way."

"I am excited that Reading Rainbow has been chosen by Amazon to be a key representative of quality children's programming in their new FreeTime Unlimited offering," said LeVar Burton, Host and Producer of the iconic television show. "In making these 25 episodes of Reading Rainbow available for children, I hope that they and their parents can enjoy watching the series together, and remind themselves that through the pages of a good book, they can go anywhere."

"We are thrilled to work with Amazon's newest service to deliver some of the most engaging educational content we've created for children and their families," said Scott Chambers, Senior Vice President, Worldwide Media Distribution, Sesame Workshop. "From Sesame Street episodes, eBooks, and apps to episodes of our other award-winning series The Electric Company and Pinky Dinky Doo, our offering encourages children to learn while having fun with some of their favorite characters."

The Best Games and Learning Apps for Kids

FreeTime Unlimited offers many of the most popular children's games, with all in-app ads and in-app purchasing removed. Games include Disney's bestselling Where's My Water? and Where's My Perry?, as well as Fruit Ninja Puss N' Boots, Cut The Rope, Peekaboo Barn, Counting with the Very Hungry Caterpillar, Magic Piano and popular early development games like Kids Learn to Read, My First Puzzles Dinosaurs and SUPER WHY!

Favorite Children's Books

Kindle FreeTime Unlimited features beautiful children's picture books, including new and classic favorites like Big Nate, Ivy and Bean, Phineas & Ferb, Shrek, and Kung Fu Panda as well as books by Caldecott-honored authors such as Chris Van Allsburg's "Jumanji" and Barbara Lehman's "The Red Book."

FreeTime Unlimited also includes hundreds of eBook apps with Read-to-Me functionality and in-book games from characters such as Thomas & Friends, Looney Tunes, Scooby-Doo, Arthur, Duck and Goose, Caillou and Superman, and from award-winning children's author Sandra Boynton ("Moo, Baa, La La La!").

Popular Kids Movies and TV Shows

FreeTime Unlimited includes movies from Barney, Thomas & Friends, Bob the Builder, Fireman Sam and Angelina Ballerina, as well as TV shows like Sesame Street, Spongebob Squarepants, Dora the Explorer, Blue's Clues, Diego, Yo Gabba Gabba, The Backyardigans, Rugrats, Arthur, Reading Rainbow, Caillou, and Garfield.

Amazon is also working with Common Sense Media, the non-profit organization that provides independent ratings of books, movies, television, apps, games, websites, and music, and many of their top-rated media choices for children are included in Kindle FreeTime Unlimited.

"Millions of parents trust Common Sense Media's ratings and reviews to find quality media for their kids, and we're excited to work with Amazon to inform a great deal of the selections available in Kindle FreeTime Unlimited, making this a great choice for parents," said Amy Guggenheim Shenkan, President and COO of Common Sense Media. "We also endorse FreeTime Unlimited's ad-free environment and blocking of in-app purchases for kids as we know from experience that these features will make parents more comfortable."

FreeTime Unlimited will be available on the all-new Kindle Fire family as part of a free, over-the-air software update that will be automatically delivered in the coming weeks. After receiving the software update, customers can sign up for FreeTime Unlimited from within the Kindle FreeTime app on their $159 Kindle Fire, $199 Kindle Fire HD, and $299 Kindle Fire HD 8.9". Customers can learn more at

About, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection., Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web Services provides Amazon's developer customers with access to in-the-cloud infrastructure services based on Amazon's own back-end technology platform, which developers can use to enable virtually any type of business. Kindle Paperwhite is the most-advanced e-reader ever constructed with 62% more pixels and 25% increased contrast, a patented built-in front light for reading in all lighting conditions, extra-long battery life, and a thin and light design. The new latest generation Kindle, the lightest and smallest Kindle, now features new, improved fonts and faster page turns. Kindle Fire HD features a stunning custom high-definition display, exclusive Dolby audio with dual stereo speakers, high-end, laptop-grade Wi-Fi with dual-band support, dual-antennas and MIMO for faster streaming and downloads, enough storage for HD content, and the latest generation processor and graphics engine-and it is available in two display sizes-7" and 8.9". The large-screen Kindle Fire HD is also available with 4G wireless, and comes with a groundbreaking $49.99 introductory 4G LTE data package. The all-new Kindle Fire features a 20% faster processor, 40% faster performance, twice the memory, and longer battery life.

Amazon and its affiliates operate websites, including,,,,,,,, and As used herein, "," "we," "our" and similar terms include, Inc., and its subsidiaries, unless the context indicates otherwise.

Forward-Looking Statements

This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect's financial results is included in's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.

Source:, Inc.
Also, from Expert Reviews:
Amazon Kindle Fire HD gets unlimited kids' content

The Amazon Kindle Fire and Kindle Fire HD tablets now have access to unlimited children's content through the new Kindle FreeTime Unlimited service.

Designed for parents who want to give their kids suitable content without having to watch over them every second, the system pulls together a range of Amazon-exclusive apps and games and makes them available on the company's tablets. To protect parents' bank balances, the FreeTime service removes any in-app payment capabilities, adverts and links to social media services - giving kids access to the content without the risk that they'll wander outside the walled garden Amazon has created or run up a bill.

"As a parent it’s hard to predict what my daughter is going to enjoy, or which movie she’s going to watch 50 times in a row — so I buy a range of content and hope for the best — but I get it wrong frequently," Peter Larsen, vice president of Amazon's Kindle division, said of the announcement. "FreeTime Unlimited gives kids the freedom to explore age-appropriate content on their own and pick for themselves what they want to watch, play or read next."

The service has signed up content from Andrews McMeel Publishing, Chronicle Books, DC Comics, Disney, HIT Entertainment, Houghton Mifflin Harcourt, Marvel, Nickelodeon, PBS, Reading Rainbow, Sesame Workshop and others, providing unlimited access to selected content for a single monthly price. Although details of UK pricing have yet to be disclosed, the company is launching FreeTime Unlimited in the US at a price of $6.99 a month, or $2.99 a month per child for smaller families, if you subscribe to the company's Prime delivery service (around £4.34 and £1.86 a month respectively, excluding taxes.) Those who do not have Prime membership will pay $9.99 per month or $4.99 per child per month (around £6.20 and £3.10 respectively, excluding taxes.)

The service comes as Amazon faces stiff competition in the 7in tablet space from Google's popular Nexus 7 family, and Apple's iPad Mini continues to sell well despite a far higher price than rival devices.
Also, from BBC News:
Google Nexus and Amazon Kindle in new content deals

Google's Nexus 7 and Amazon's Kindle tablets are involved in new deals that highlight how content, rather than tech specs, are helping drive device sales.

The UK's Times newspaper is subsidising the cost of the Nexus as part of its digital editions bundle.

Amazon is launching an "all-you-can-eat" media subscription offer targeted at children in the US.

One analyst said the moves might help the devices challenge the iPad's "richer app ecosystem".

Apple's share of worldwide tablet shipments dipped from about 66% to 50% between the April-to-June quarter and the July-to-September period, according to data from IDC.

By contrast the Kindle and Nexus devices' share grew. Investors will watch to see how that trend is affected in the current period following the launch of the iPad Mini.

Bundle discount

The Times is promoting its Nexus 7 Digi Bundle - which gives online access to The Times and Sunday Times papers - by offering the 32GB version of the tablet for £50, on top of the price of its standard package, rather than the £199 it is sold for in shops.

The deal involves an 18-month commitment to the paper, bringing the total cost to £299 for the period.

It is notable that the firm picked Google's tablet, bearing in mind News International's chief executive, Rupert Murdoch, had previously described the firm as a "parasite" for offering his papers' content in its news search listings.

One analyst suggested the deal would prove an "eye-catching" boon to the firm in the run-up to Christmas - a time when many families are considering buying a tablet.

"In the long term there's no question a significant proportion of media will shift onto tablets, and that's a threat to print publications as it allows people to consume content in situations [where] they would have only have read print in the past," Benedict Evans, tech expert at Enders Analysis, told the BBC.

"So the Times is trying to create a habit-making link here. But you also need to recognise the Times has an established 'customer acquisition cost' and has a long tradition of using free gifts to secure sales."

Google confirmed it had not entered into a formal arrangement with News International to support the promotion.

Child-friendly content

Amazon's FreeTime Unlimited service charges a monthly fee for access to book, game and educational apps; movies; and TV shows.

Disney, DC Comics, Nickelodeon and the team behind Sesame Street are among the publishers that have allowed their content to be included.

The product is focused at children aged between three and eight and will promote content depending on their gender and age.

It costs about $5 (£3) per month per child, although there is a discount for members of the Amazon Prime programme.

Amazon had previously told the BBC it sold its hardware "at cost" meaning it only makes money by selling content to users and tempting them to make further purchases from its site.

The firm said it had no details about if or when the service would launch outside the US. However, one analyst believed such deals would become more common.

"Android tablets have become commoditised hardware with no one de facto source of content, so it will be media deals that will help push specific devices into the hands of consumers," said Chris Green, principal technology analyst at Davies Murphy Group.

"So far this trend hasn't had too much impact on Apple, which predominantly sells rather than rents content - it's sales are doubling annually even though its share of the overall market has fallen.

"But if its sales started to be cannibalised, I believe Apple's strategy would switch overnight."
Also, from C21Media:
Amazon bundles kids for Kindle

Amazon has introduced a child-friendly content service for its Kindle Fire tablet in the US, giving kids access to thousands of titles from Disney, Nickelodeon and PBS, among others.

Kindle FreeTime Unlimited is an extension to Amazon’s FreeTime service, which debuted in September, allowing parents to set a ‘child-safe’ mode on the Kindle Fire.

The latest upgrade, aimed at kids aged 3-8, costs US$2.99 for unlimited access per child per month for subscribers of premium delivery package Amazon Prime, while non-Prime members can pay a monthly fee of US$4.99 per child.

This sets up the user with an individual profile through which they are free to amass their own library of TV shows, books, games, movies and educational apps, with viewing time controlled by a parent.

Brands from Hit Entertainment’s portfolio, including Thomas & Friends, Bob the Builder, Barney and Pingu, will all be available via the service.

Nico Franks
Also, from From Kidscreen's iKids news column:
Amazon launches subscription kids service for Kindle

In a move to remain unique in the competitive tablet market, Amazon is introducing Kindle FreeTime Unlimited in the US, a new content service for kids ages three to eight that offers a wide range of ad-free TV shows, eBooks, games, educational apps, and movies.

Available in the coming weeks as a free automatic software update for Kindle Fire and Kindle Fire HD tablets, the unlimited service for Amazon Prime members costs US$2.99 per month per child or US$6.99 per month for a family. Non-Prime members will have to pay US$4.99 per child or US$9.99 per family.

Kids will be able to access age-appropriate content from the likes of Disney, Nickelodeon, Houghton Mifflin Harcourt, PBS, Andrews McMeel Publishing, Chronicle Books, DC Comics, HIT Entertainment and Sesame Workshop.

As an extension of Amazon’s Kindle FreeTime service, which provides parental controls that limit how much time kids spend using content, the new unlimited service will block kids from making payments within apps, and will prevent access to social media and the internet.

Content is also automatically sorted by kids’ ages and gender, and shows up with titles already approved by parents.

Tags: Amazon, apps, Disney, eBooks, HIT Entertainment, Houghton Mifflin Harcourt, Kindle FreeTime Unlimited