Spin Master is starting its new chapter in the reading market by building out its reading app Lylli with an English-language version and books from both its own brands and third parties.

Late last year, the Toronto-based toyco acquired the Swedish platform for US$20 million, and laid out its ambitions for the app for Kidscreen. The app for two- to nine-year-olds carries thousands of e-books and audiobooks, and is key to the company’s new strategy to get into the reading market. The company is looking to build connections with publishers in order to meet a demand from families for productive screentime options and to reverse the trend of declining literacy levels among kids.

Now, Spin Master has firmed up its plans for the app, which include expanding it beyond the two markets where it’s currently available—Germany and Sweden—with an English-language version that’s scheduled to roll out this summer.

Now Lylli’s founders, Monica Fagraeus Lundström and Gustav Johansson, who are remaining in charge of the app, are heading to the Bologna Children’s Book Fair next week with the goal of securing publisher deals to add more third-party IPs. The large publishing market from April 13 to 16 draws roughly 1,500 exhibitors from 90 countries.

Spin Master is also going to add stories based on its own portfolio of IPs to the app. It’s starting with its preschool wooden-toy brand Melissa & Doug, with a book focusing on teaching kids about everyday experiences, like dentist checkups.

“Our goal is to inspire the next generation of readers in a digital world,” said Spin Master’s president of digital games Marc De Vellis in a release. “By introducing our own IP into the Lylli app, starting with Melissa & Doug, and launching in new languages and markets, we can turn screen time into meaningful, engaging story time.”

Image courtesy of Spin Master.