A new kid-centric subscription on-demand (SVOD) service has entered the fray, with L.A.-based Genius Brands International announcing that the entire Baby Genius music and video library will be up for streaming online at http://babygenius.com

The service is a collaboration with design and marketing firm Direct Action Group and digital video service company Pacific Media Technologies’. The library offers thousands of songs, including classic nursery rhymes, learning songs and seasonal classics. Other Baby Genius products, including books, toys and videos are also available for purchase.

Genius Brands, which creates content for toddlers through to tweens, has also recently extended its agreement with Xfinity TV by Comcast. Baby Genius is currently the number one children’s on-demand property on Comcast’s Baby Boost channel, earning more than 50 million downloads and more than 500,000 VOD users per month.

Baby Genius has significantly boosted its interactive presence over the past year. Last July, for one, Genius Brands secured a deal that allowed digital content conversion company Graphicly to adapt its entire line of Baby Genius books for the digital marketplace.