LA-based pocket.watch has partnered with Republic Records’ newly formed kids and family division to produce and distribute a single from YouTube channel Toys and Colors. This marks the first time a pocket.watch creator has released a song with a record label.

Toys and Colors’ English-language channel (37.3 million subscribers) has a playlist of more than 100 nursery rhymes and pretend-play videos featuring a cast of Asian-American kids. Pocket.watch signed the brand to its roster last year, and is working on building it into a franchise that spans consumer products, games, podcasts and live events.

The single (called “Colors”) is set to be released this Thursday on streaming sites, and a short animated video combining the Toys and Colors ensemble of CG-animated characters and photorealistic backgrounds was released days ago on their YouTube channel.

The deal with Republic Records is well-timed, given that the consumption of audio content has been on the rise. The global podcasting market, for example, is expected to grow by 27% over the next five years, according to Grand View Research.

“In the interest of offering kids more of what they love today, we are leaning into all of the incredible opportunities music and audio provides,” says pocket.watch marketing VP Amanda Klecker.

Republic Records’ kids and family division is off to a running start since launching in August. It teamed up with Nickelodeon last week to create and distribute a music catalogue for the broadcaster, starting with a Blue’s Big City Adventure album featuring original songs from the same-name movie.