EXCLUSIVE: Cricket Mediawhich merged earlier this year with children streaming service Sensualmerges with Sports Illustrated Children and weight gain games offering, networking with six creators.
As part of the partnership, SI Kids will create a new sports vertical on Sensical, which launched in 2021. The vertical is a combination of SI Kids editorials, athlete profiles and sports-inspired videos from creators, offering young viewers and families a selection of programming about sports, fitness and role models.
Sensical was conceived by Common Sense Networks, the commercial division of Common Sense Media, a referral source and curator for families and schools. Unlike algorithm-driven technology platforms that typically serve inappropriate content to young consumers, Sensical's approach is more geared toward kids ages 2 to 10 to explore their passions. In total, the service offers more than 500 TV series of different genres.
Combined with cricket IF Children the partnership will span print, digital and interactive media. The deal follows a similar agreement with Deadline's sister publication Billboard.
Sports Illustrated, including SI Kids, has been operated by Minute Media under a licensing agreement with Authentic Brands since last year. In 2019 Genuine bought ANDfounding name of Time Inc. until the collapse of the magazine's publisher in the mid-2010s.
In addition to sports news, Sensical Gaming has established relationships via FAST, apps and subscription channels with the creators of Abdallah Smash, DanTDM, Ethan Gamer, KREW, Shiloh & Bros and Stacy Plays.
“As someone who believes in the power of sports to inspire, build resilience and strengthen a sense of community, I support Sensical’s efforts to create a passionate experience where individuals and families can safely engage and be entertained on this and other relevant topics for Generation Alpha.” Ted Leonsis, founder and CEO of Monumental Sports & Entertainment and shareholder of Cricket Media, said in a statement provided to Deadline.
