The Fred Rogers Company has landed the Bezos Family Foundation initiative Vroom as a sponsor for its PBS KIDS preschool series Daniel Tiger’s Neighborhood.  The partnership will feature underwriting spots designed to inspire parents and caregivers to turn the everyday moments they spend with their young children into brain-building opportunities.

The 16 x 15-second spots begin airing today and will bookend each episode of Daniel Tiger’s Neighborhood that airs on the pubcaster.

In addition to messaging on PBS KIDS’ broadcast and digital channels, the partnership will also deliver learning resources through “Be My Neighbor Day” community events in collaboration with 10 PBS stations across the US in 2017.

Vroom provides tools and resources to parents that highlight the science behind early brain development and turn everyday activities—like bath time or meals—into brain-building moments for children. Interactive tips are delivered through the Daily Vroom mobile app. The program is an initiative of the Bezos Family Foundation, which was established by Mike and Jackie Bezos, parents of Amazon.com founder Jeff Bezos.

The nonprofit Fred Rogers Company partnered with the Rite Aid Foundation for a similar program earlier this year, with the underwriting spots airing before and after every episode of Daniel Tiger’s Neighborhood.

The animated series is co-produced by New York’s Out of the Blue and Toronto’s 9 Story Media Group. Recently, e-commerce giant Amazon secured a multi-year agreement with PBS Distribution, making Amazon Prime Video the exclusive premium streaming service for its raft of popular shows, including Daniel Tiger’s Neighborhood.