Hasbro is partnering with New York-based digital marketplace Quidd to create, distribute and sell digital goods including stickers, trading cards and toys.

Available on iOS and Android devices, the Quidd app will feature digital products from 40 Hasbro brands. Limited-edition digital goods inspired by brands like My Little Pony, Transformers, Monopoly, GI Joe and NERF can be purchased, traded and displayed through Quidd, with a number of rare characters made available exclusively through the app. Starting today, the first edition of releases—inspired by Transformers, My Little Pony, Magic: The Gathering and Monopoly—are available through the app.

Since its launch in 2015, the Quidd app has sold nearly 1.75 billion individually serialized items.

The partnership comes as kids’ mobile consumption continues to rise. A recent study from Common Sense Media shows that kids spend roughly two hours and 19 minutes with screen media each day. The research found that mobile activity is rapidly gaining ground with children in the US, rising to 48 minutes per day in 2017 (up from 15 minutes in 2013 and just five minutes in 2011).

Other companies responding to the trend include Sanrio, which partnered with German character voice-messaging mobile company Zoobe Message Entertainment to launch Hello Kitty-branded GIFs through its StoryGIF app in 2016. The app allows users to sew together as many as 10 GIFs and send them, through their messaging app of choice, as a single file.