Description
Yoto, the award-winning kids’ audio company, has launched a new global creative platform, ‘It’s a listening thing’ from brand experience and innovation company Akcelo.
Created to introduce Yoto to more families around the world, ‘It’s a listening thing’ is inspired by conversations and research with parents across the UK, US and Australia. The research explored the positive effects parents see when their children are given the space to simply listen. The work celebrates what can happen when children tune out the noise of a busy world and listen to their Yoto – sparking imagination, curiosity, learning, confidence and calm.
The integrated 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. Yoto offers a library of more than 1,200 audio titles spanning some of the biggest names in children’s publishing, entertainment and music, alongside their award-winning Yoto Originals which are produced in-house by a specialist Yoto Studios team.
At the heart of the campaign is a hero film which follows a child stuck on a long car journey. As he puts a Yoto Card into his Yoto Mini, the theatre of his mind takes over and what should have been a long and boring journey is transformed into an adventure featuring audio from family-favourites The Gruffalo (Macmillan), Bluey (Ludo, BBC, PRH) and Harry Potter (Pottermore Publishing).
Sylvia Woon, VP Growth at Yoto, said: “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.”
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, said: “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.
This professional campaign titled 'It’s a listening thing' was published in United Kingdom in October, 2026. It was created for the brand: Yoto, by ad agency: Ackelo. This Film medium campaign is related to the Education industry and contains 1 media asset. It was submitted 16 minutes ago.
Credits
Client: Yoto
VP Growth: Sylvia Woon
Head of Brand Marketing: Emilie Stephenson
Creative Studio Lead: Dan Bowling
Global Senior Brand Manager: Kate Dimitrevic
Agency: Ackelo
Chief Executive Officer: Aden Hepburn
Global Creative Director: Louise McQuat
Global Client Partner: Will Flood
Global Head of Production: Stephanie Ceccaldi
Global Strategy Partner: Ben Phillips
Creative Partners: Jon Foye and Oskar Westerdal
Creative Director: Justin Schoenmaker
Creative Director: Mike Gethin
Senior Producer: Fiona Campbell
OOH & Endframe Producer: Ed Krause
Senior Account Director: Georgia Thompson
Events & Activations Director & Client Lead - Britt King
Events & Activations Production Director - Bethan Thomas
Events & Activations Creative Experiential Producer - Ben Turner
Production (UK): Armoury Films
Executive Producer: Matt Hichens
Producer: James McLaughlin
PA: Jennifer Farrell
Director: Floris Kingma
DOP: Glynn Speeckaert
Offline: Work Editorial
EP: Frankie Elster
Editor: Bill Smedley
Post Production: RASCAL
EP: Magda Krimitsu
Producer: Eliza Light
Producer: Lettie Sullivan
Colourist: James Bamford
VFX: Paul Wilmot
VFX: Jonas McQuiggin
Sound Engineer: James Cobbold
Sound Producer: Charlie Mcelhinney
Sound Producer: Clementine Beck
Service Company: Boomerang
Executive Producer: Levan Maghradze
Technical Producer: Tato Sulakvelidze
Producer: Tamuna Arbolishvili
Production Coordinator: Otar Pavlenishvili
Production Assistant: Keto Tsiklauri
Transport: Mishka Asatiani
1st AD: Guram Bakradze
2nd AD: Marie Jachvadze
1st AC / Focus Puller: Giorgi Medulashvili
2nd AC: Levan Zaridze
Playback AC: Ninia Tsabadze
Playback AC: Nini Bibileishvili
Q-Take: Davit Kiknadze
DIT: Niko Tarielashvili
Production Designer: Tamo Chavchanidze
Art Director: Beka Sadaghashvili
Art Department Assistant: Giorgi Mamisashvili
Art Department Assistant: Temur Kartlelishvili
Art Department Assistant: Ana Tkebuchava
Art Department Assistant: Beka Giunashvili
Art Department Assistant: Temur Pruidze
Art Department Assistant: Giorgi Jariashvili
Art Department Assistant: Tsotne Nazareuli
Art Department Assistant: Ketevan Nozadze
Art Department Assistant: Zaza Jagatashvili
Art Department Assistant: Archil Kordzaia
Art Department Assistant: Paata Javakhishvili
Art Department Assistant: Temur Janezashvili
Art Department Assistant: Levan Kikilashvili
Art Department Assistant: Saba Janezashvili
Art Department Assistant: Tornike Giorgadze
Art Department Assistant: Nikoloz Kenkebashvili
Art Department Assistant: Jumber Todadze
Chaperone: Mariam Khutsishvili
Chaperone: Tako Khutshshvili
Casting Manager: Taso Okropiridze
Casting Manager Assistant: Viktoria Bokeria
SFX Supervisor: Guram Chikviladze
Make Up Artist: Nino Dashniani
Costume Designer: Nino Injia
Costume Assistant: Elene Tamliani
Costume Assistant: Ani Zhvania
Location Manager: David Todua
Location Manager: Zurab Shervadze
Location Coordinator: Mariam Bregvadze
BTS Video: Anri Mekvabidze
BTS Photo: Edo
Set Manager: Avtandil Oso Kokaevi
Helper: Lasha Guliashvili
Helper: Giorgi Maghradze
Helper: Luka Shushanashvili
Helper: Saba Sulkhanishvili
Helper: Vladimer Surmava
Gaffer: Gorgaslan Khaindrava
Electrician: Luka Khidasheli
Electrician: Roman Buzuevi
Electrician: Levan Sumbatashvili
Electrician: Giorgi Chubinidze
Electrician: Ghvtisavar Melashvili
Electrician: Beka Tsikhiseli
Electrician: Saba Kopadze
Driver: Richard Gogberashvili
Key Grip: Koba Pirtskhalava
Grip: Data Topuria
Grip: Giorgi Popkhadze
Grip: Temur Mamisashvili
Grip: Luka Jashiashvili
Grip: Dato Chvamania
Grip Gaga Kevkhishvili
Grip: Sandro Asitashvili
Photography: Junior Studio
Creative Director: Lewis Bolton
Producer: Niamh Lynch
Production Manager: Hattie Jackson
Photographer and Directress: Miriam Lindthaler
