New audio player Storybutton is looking to reach kids ages five to 12 with licensed content and a slate of new original podcasts.

The South Carolina-based techco has started shipping its same-name device in the US and Canada this week to fulfil 1,200 pre-sale orders. It operates like a radio to access podcasts, audiobooks and music, and the company has ambitious plans to make sure it gets heard in the kids audio market, says founder and CEO Jim Jacob.

Storybutton has US$500,000 to spend in year one on advertising, and it’s looking to work with kidcos that are either already established in the podcast space or looking for a place to launch their first audio content, Jacob says, adding that there’s a big opportunity for audio to grow and reach more audiences, build awareness for talented creators and shift kids away from screens.

“Most of kids’ listening happens on screens, and we’re going after this market by moving the listening off of phones and tablets,” says Jacob. His product is part of a trend that includes devices such as Yoto and Tonies. But unlike these competitors, Storybutton doesn’t require users to purchase additional cards or figures to unlock new content. It just needs to be connected to WiFi, which is an easy barrier to entry for families to scale.

The company has signed distribution deals for podcasts from Lingokids (Growin’ Up), Tumble Media (Tumble Science Podcast for Kids) and GoKidGo (Lucy Wow). It’s also launching original titles to fill a gap for more adventurous and entertaining content, says Jacob.

Its first in-house originals include Miles the Brave, about a kid who taps into his bravery when he gets lost in the jungle. A first 10-episode season launches in August, and Storybutton will distribute it on all podcast platforms before releasing season two and three exclusively on Storybutton in order to draw in more users.

The company is aiming to launch a new original podcast every quarter. It already has a few titles in its short-term pipeline, including Treasure Galaxy (November) and Pixel Quest (January). Its originals will skew a bit older to attract eight to 12s, while its acquisition strategy is focused on educational titles and younger kids, says Jacob.

In November, the company is launching an app so that families can connect their phones to the device, essentially turning it into a speaker for playing podcasts and audiobooks that aren’t in the company’s catalogue.

Storybutton has talked to retailers about distributing its player, but it’s still early days for the business, and the first priority is seeing what families think of the device and user experience, says Jacob. “We’re also eager to talk to studios and brand owners about how audio is a cost-effective way to produce and support IPs,” says Jacob. “Animators out there looking for low-cost ways to expand—don’t forget about audio.”