Amazon has launched a new projector and video-calling device this week, teaming up with major kidcos to stock it with entertainment content and activities.

Amazon Glow connects parents and kids through video calls. At the same time, it can also project content like animated storybooks and interactive games onto a pad with sensors that detect movements so that families are able to play together.

Disney, Mattel, Nickelodeon and Sesame Workshop all have branded content featured on the device, which costs US$299 and is available now on Amazon’s website.

The techco built the projector after seeing demand from families who are geographically separated and keen to do more together than just have a phone or video call, says Behrang Assadi, head of marketing and sales for Amazon Glow. The pandemic obviously deepened this need for many kids and parents.

Amazon Glow also comes with a one-year subscription to Amazon Kids+, which offers thousands of books, movies, TV shows and educational apps. Amazon has been adding a lot of original and licensed content to the service recently, and Glow is a new way to deliver it to more families, says Assadi.

He adds that the Amazon Glow team is currently looking to partner with other kidcos to keep expanding its portfolio of picture books, games and activities.

“Amazon Glow is designed so that everyone stays engaged and in sight, making virtual visits feel more natural, interactive and fun—just like being together in person,” says Assadi. “And we welcome the opportunity to talk with others who are excited by this new way to entertain kids and families.”