The e-commerce platform features merchandise from PBS KIDS programs including "Sesame Street," "Curious George," “Super Why," "Dinosaur Train," "Sid the Science Kid," "Martha Speaks" and "Cat in the Hat." The site will have limited barriers to entry and purchase by creating custom profiles, including mobile number capture and offering and one-click payment.

"PBS KIDS is focused on innovation, and meeting the needs of the parents who want access to characters and toys that support learning," says Dawn Ciccone, senior director, brand licensing. "We know that today's moms are on the go, which means that having access to the PBS KIDS shop via a mobile platform is critical. Our partnership with CellPoint Mobile is providing us a seamless and effective solution, enabling our target audiences easy access and one-stop shopping."