This is Flow wins Yoto's media account as children's audio brand launches in Australian market

This is Flow has been appointed to lead media for children's audio brand Yoto in its launch into the Australian market.

The independent media agency won the account by showing its comprehensive understanding of Australian parents, uncovering new audience opportunities and media spaces, and presenting a strategy that combined immediate impact with a long-term vision for the brand’s growth in Australia.

Yoto is known for its flagship audio products such as the Yoto Player and Yoto Mini, empowering children by providing engaging audio experiences that let kids independently explore audio using physical cards packed with additional features to support learning, play and family routines. All without ads, microphones or screens.

The card store has over 500 titles from the world’s best publishers, record labels and creators. Among them are Disney/Pixar, Marvel, Queen, The Beatles, Roald Dahl, The Chronicles of Narnia, and Harry Potter.

Yoto also creates and co-creates its own Yoto Originals that include mindfulness and meditation, educational audio and step-by-step baking recipes.

This is Flow will provide a fresh focus on the Australian market for Yoto, handling media strategy, planning and buying – excluding paid search and social which are managed by Yoto’s global team in the UK.

The agency launched Yoto's first campaign in November, which was timed to resonate with families during the pre-Christmas season.

"We’re incredibly excited to partner with This Is Flow as we bring Yoto to Australian families," Anaelle Bayet, head of marketing Europe, Yoto. "Their deep understanding of local parents, coupled with their innovative approach to media strategy, made them the perfect partner for our launch.

"At Yoto, we’re passionate about empowering kids through audio that sparks their imagination, independence, and learning. With Flow’s expertise, we’re confident we’ll inspire families across Australia to make Yoto a cherished part of their everyday routines."

Jimmy Hyett, founder and CEO of This Is Flow, added: "I’m thrilled to collaborate with a brand like Yoto. They champion kids’ independence and freedom to explore and as a father, it’s such an important part of parenting – and my kids can’t get enough of their Yoto cards. We’re looking forward to establishing Yoto as a household name for all Australian families."

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.