With limiting children’s screen time one of the most prevalent conversations in parenting and audiobooks a growing trend, Yoto has seized the moment to make itself more familiar to families worldwide.

The new global creative platform, It’s a listening thing, by Akcelo highlights Yoto’s ability to inspire imagination, curiosity, learning, confidence and calm in children by tuning out the world and listening to its entertainment and music. The campaign was inspired by conversations and research with parents across the UK, US and Australia exploring the positive effects parents see when their children are given the space to simply listen.

The campaign is Akcelo’s first for Yoto since being appointed global agency of record in June 2026. The launch supports the global rollout of the 4th Generation Yoto Player and Yoto Mini, their biggest hardware launch in three years.

Sylvia Woon, VP Growth at Yoto, stated, “Yoto is built to give children the freedom to choose what they listen to and discover audio they love on their own terms. Akcelo’s campaign captures something families tell us about all the time – that listening on Yoto opens up their kids’ minds – sparking curiosity and imagination, encouraging creativity, and inviting calm. As we introduce the 4th Generation of our award-winning audio players, we’re excited to share that experience with many more families around the world.”

As well as the hero film, three additional executions explore other dimensions of screen-free listening. In one, a young girl rocks out with her cuddly toys as she listens to music; in another, listening becomes the starting point for learning through play and discovering fascinating facts about bugs. In another, listening calms and helps children get to sleep. Together with hundreds of social and digital executions, the films build out the new platform by showing the different ways listening can inspire a child and fit into the rhythms of family life.

Aden Hepburn, CEO and Founder of Akcelo, commented, “Parents who already own a Yoto have so much to say about what it brings to their children’s lives. Our job was to make that experience tangible for families who haven’t discovered it yet. ‘It’s a listening thing’ gives us a simple way to introduce Yoto, but also a much bigger creative platform for all of the ways listening positively impacts children. We’re incredibly proud that this is the first work from our new London office.”

The campaign is rolling out across the UK, US, France and Australia.