Abel strikes partnership with tonies©

Increasing screen time for kids - should we be worried?
One of the most pressing dilemmas we face in the digital age is an exponential increase in screen time. While this is something that affects all generations, it’s specifically alarming when it comes to children. The average child’s screen time doubled during the pandemic – and they were far beyond desirable levels to begin with. 

 The future is audio: With a market-increase of 20-30%, we cannot ignore that audio is here to stay. Removing a screen from the equation helps to build a child’s imagination and creativity. Listening to soundscapes specifically designed to spark the imagination engages the mind in ways that visual content simply can’t. No screen also means no longer having to worry about blue or red light-levels and the side-effects that looking at a screen may have on a child’s sleep cycle. This is especially important when it comes to finding bedtime content to help a child wind down for the night! 

Plenty of kids’ audio content already exists, but very little of it is tailored to the children of today. A five-year-old typically has an attention span of, at best, fifteen minutes. Yet, the average audiobook lasts four to five hours! This is one of the reasons that Abel produces short-form content. Our average stories are seven to fifteen minutes long. 

More importantly, though: most of the content that already exists is outdated. Much of what’s out there is archaic in nature, with a consistent point of feedback from our research panels being that many of the children don’t feel adequately represented in existing stories. “Why does the prince never fall in love with the prince?’ ‘Why do the characters always have the same skin tone and hair colour?” We believe there is huge potential to build a collection of diverse, inclusive and innovative content. Our aim is to create the largest audio library for children in Europe. This summer, we will launch a total of 70 episodes made up of our Abel Originals and Abel Classics, available in both Dutch and English.

The audio market is booming
Smart-speakers are also seeing substantial growth, and rapidly expanding companies like tonies are paving the way in the field of screen-free hardware solutions for kids. We’re incredibly proud of our partnership with the stock-listed, global company. They’re on the same mission as us: reducing screen-time and increasing imagination. 

We’re especially excited to be tonies’ first partner to deliver Dutch audio. Ten episodes of Abel content are now available in both Dutch and English. Whether you’re looking for something to entertain your kids during a holiday, a fun, new bedtime story, or just something to help pass the time on a trip to visit their grandparents, check out: tonies + Abel