Kid-Friendly Browser KidZui Ramps Up Advertising

KidZui, which offers a downloadable kid-friendly Web browser, is ramping up its advertising business.

Over the past few months, the San Diego-based company has been testng KidClicks, a new platform that utilizes IAB standard ad units designed to target both kids and parents. Some of the ad placements also feature an accompanying “I Like This Button,” which, when clicked, automatically generates an e-mail to that child’s parent and may include a promotional offer.

The company has tested campaigns for Disney, Toys R Us, LeapFrog, Warner Bros and Electronic Arts. According to KidZui’s internal data, KidClick ads have delivered an average 5.33 percent click-through rate.

To oversee the new ad product, KidZui has recently brought on Bryan Mullen, veteran of Disney, Nickelodeon and Cartoon Network, to serve as chief revenue officer.

The KidZui browser allows kids to visit a set of sites that have been prescreened by a KidZui board of parents and educators. The product is free.

The company, whose investors include Scholastic and venture capital firm Maveron, has distribution deals with Best Buy, Comcast, Sony and Toshiba.