Starglow Media Sale To SuperAwesome Signals Growing Bet On Kids’ Audio.

Starglow Media, the audio network focused on kids and family content created by former UTA podcast agent Jed Baker, has been acquired by SuperAwesome — a company that also focuses on kid and teen audiences. The deal is SuperAwesome’s first acquisition since a management buyout from Epic Games, and represents a strategic expansion for the company into audio.

Starglow Media was launched in 2023 and has produced more than 45 podcasts in the kids and family space, which it says are delivering more than 120 million annual listens. Its portfolio spans premium IP such as Paramount’s Blue’s Clues and Dora the Explorer, alongside original shows like “Mysteries About True Histories,” “KidNuz,” “Stories Podcast,” “Stories Podcast Sleep Series,” “Who Smarted?” and “Girl Tales.”  And while advertising has been among the biggest challenges for kid-targeted content producers, Starglow says it has partnered with brands including Disney, Netflix, Toyota, Hasbro, Paramount, and Penguin Random House. 

Baker calls the sale a “full-circle moment” for his venture. “We’ve believed from the start that kids and family audio deserved to be taken seriously as a scaled, premium channel, and SuperAwesome are the clear leaders in understanding how young audiences actually spend their time,” Baker says. “Together, we can give brands and content owners a level of reach, intelligence, and credibility in audio that simply hasn’t existed before.” 

With the acquisition, SuperAwesome is looking to expand its ability to help brands engage youth audiences seamlessly across not only audio, but also gaming, creators, YouTube, mobile games, and CTV. Leveraging its ad tech, it says the effort will be underpinned by consistent audience intelligence and privacy-first infrastructure.

“We made this acquisition with a clear belief that the next generation of engagement is rich with sound. Audio is an incredibly powerful and emotive memory trigger, sitting at the center of shared moments in kids’ and families’ lives, around the IP and characters they love,” President/CSO Nick Walters says. “With the addition of Starglow Media, SuperAwesome furthers our leadership as the comprehensive, multi-channel way for brands to safely and measurably engage Gen Alpha wherever they are, at scale.” 

Financial terms of the sale were not made public. As part of the acquisition, Baker will join SuperAwesome as Head of Audio, and Agerenesh “Aggi” Ashagre Palmer will lead audio operations.

SuperAwesome has largely focused on data, not content, as it powers the youth digital ecosystem. It is used by hundreds of brands, creators, and content owners to access insight and engagement with Gen Alpha and Gen Z. Founded in 2013, the company still counts Epic Games among its investors.

But while gaming is in its genetics, SuperAwesome says audio has emerged as one of the most effective environments for trusted engagement with kids and families, as parents increasingly seek to intersperse their kids’ screen time with screen-free content. Co-listening in particular allows brands to reach parents and kids simultaneously, with mine out of 10 parents being receptive to ads from trusted family podcast hosts. 

Logan Stone, Senior VP Head of Marketing at Moose Toys, a key customer of both SuperAwesome and Starglow Media, is among those seeing that play out.

“Audio plays a unique role in family life — it’s trusted, imaginative, and often shared between parents and kids in moments that really matter. For brands like ours, that makes it an incredibly compelling channel.” Having worked with both SuperAwesome and Starglow in the past, Stone believes the combined offering of premium audio content will help brands engage kids and families across high-quality environments.