Doggyland, the children's music series Snoop Dogg created with producer Claude Brooks, has a new partner. Moonbug, the company that owns CoComelon and Blippi, launched the music company Big Feelings Music for children's creators on 22 September. Doggyland is part of its launch line-up. The new company offers artists and studios who make music for children and families publishing services, music rights administration, music and video distribution, marketing and audience building.
Moonbug says it is responding to a problem it knows first-hand. “We’ve seen firsthand the challenges artists, creators and studios can face in turning dedicated audiences into sustainable businesses,” said Jon Benoy, Moonbug's chief platforms and music officer, as quoted by Music Business Worldwide. The company wants to help creators turn a loyal audience into a steady income.
Other creators can build on CoComelon's infrastructure
Alongside Doggyland, the launch line-up includes Baby Bandstand, Badanamu, Bob Zoom, English Tree TV, Lotty Friends, Mooseclumps and Skyvibe. According to Moonbug's website, the new company has recently also signed deals with Joy Joy World, Bumble Bree and Nookaboos. According to the company, further deals are in the works. Moonbug calls Big Feelings Music a “fully integrated music company”. According to Moonbug, the new company rests on the infrastructure it built for CoComelon, Blippi and Little Angel. According to Benoy, the company is now opening it up to other creators so they can concentrate on making music. Moonbug says its content is available on more than 150 video platforms and its music on more than 100 audio platforms worldwide.
According to Claude Brooks, co-creator and executive producer of Doggyland, the series was created to educate and inspire children and build their confidence through music. “Partnering with Big Feelings Music gives us an exciting opportunity to expand that mission, reach even more families around the world,” Brooks added in a statement on the creation of the new company. Joining the new company followed an August collaboration between Doggyland and Blippi on the track “My Ice Cream Truck (Doggyland Version)”. Moonbug describes this collaboration as an early example of how the new company is meant to work.
Moonbug also quotes Ryan Bliss, co-founder of Mooseclumps, on the new company's page. “We started out as two dads making songs for our own kids, Moonbug turned it into a real career,” says Bliss. In the longer version of his statement, published by Music Business Worldwide, he highlights the global distribution network, the music industry contacts and a team of people who care about children's music.
Children's music racked up 15.7 billion streams in the US last year
The analytics firm Luminate's year-end music report ranks children's music ninth among genres in the US for 2025 by on-demand audio streams. The report credits it with 15.7 billion streams for the whole year. Luminate also says that the most-streamed music video in the world in 2025 was CoComelon's “Wheels on the Bus”, with more than 2 billion video streams.
The same data shows that people are more likely to play children's music as video than other major genres. Video streams account for 10.6% of children's music consumption in the US, compared with 3.4% for the music market as a whole. Moonbug also claims that the major labels and platforms have so far invested relatively little in children's music.
Candle Media bought Moonbug in 2021 for up to $3 billion, according to media reports
Moonbug itself grew by acquiring children's brands on YouTube. It bought the channel Little Baby Bum first, and added CoComelon and Blippi in 2020. Today the London firm Electrify Video Partners is buying majority stakes in YouTube channels in a similar way. Moonbug, founded in 2018, was bought in 2021 by the media group Candle Media. It is led by former Disney executives Kevin Mayer and Tom Staggs and backed by the investment firm Blackstone. Neither side officially disclosed the price. According to Deadline's sources, it was $2.75 billion. With performance-linked earn-outs, the final price could have reached up to $3 billion.
According to Music Business Worldwide, the company's music arm grew thanks to partnerships with major labels. In August 2021, Moonbug signed an exclusive deal with Universal Music Group for worldwide distribution, publishing services and licensing of music from the Moonbug Music label. According to Universal Music Group, Moonbug's catalogue of brands then had more than 150 million streams a month.
The major labels are interested in children's music too
The British company Yoto makes a screen-free player for children into which cards with recorded stories or music are inserted. In 2023 it struck partnerships with both Universal Music Group and Warner Music Group. Both labels made music from their catalogues available to it. It sells its players and cards worldwide, including in Britain, France and North America. The major labels have also launched their own children's projects. Sony Music UK set up the children's label Magic Star in 2019, and Republic Records, part of Universal Music Group, opened its Kids & Family division in 2022.
Big Feelings Music signs deals directly with creators of children's music. Hollywood is taking a similar approach. The big studios are teaming up with individual creators and, according to Sean Atkins, chief executive of Dhar Mann Studios, want to take over their cost model.
In Europe, platforms have special obligations towards children
The Digital Services Act (DSA) imposes obligations on online platforms to protect minors. Among other things, it prohibits them from showing minors advertising based on profiling. National regulators also oversee compliance. For a company that brings children's creators together, this may mean greater demands on where and how their content is published and monetised in Europe.
For children's creators, alongside viewership on YouTube, it may matter more and more who handles their distribution and manages their rights and the income from them. In Europe there is a debate about the missing infrastructure around creators. For children's music, one of the biggest companies in the field is now building such a base.
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