Listen to this! Hasbro is tapping into the growing popularity of audio content for kids and families in two new deals with Sony Music Publishing and Amazon’s audio storytelling platform, Audible.

First up, the toyco has signed a global agreement with Sony Music Publishing to represent its entire portfolio of kids and family brands, including Peppa Pig, Transformers and My Little Pony.

And to help expand the worldwide distribution of what amounts to thousands of Hasbro-owned music tracks, Magic Star—the kids and family entertainment unit of Sony Music subsidiary The Orchard—has been appointed as its global music distribution partner.

Under the deal, Magic Star will release new music from Hasbro’s portfolio, optimized using The Orchard’s full suite of artist and label services, as well as its global distribution network. And the new music will support Hasbro’s consumer products lines and future marketing initiatives.

The toyco is also teaming up with Audible to develop and produce the first-ever Peppa Pig podcast. More details will be announced later this year, but Hasbro’s strategy is to move the iconic preschool brand onto new audio platforms as it prepares for the animated series’ 20th anniversary next year, according to a release.

(Audible seems to be going through a kids content growth spurt, signing deals with Moonbug Entertainment and KIDZ BOP lately as well.)

In other Hasbro news, the company announced yesterday at Licensing Expo that it’s partnering with luxury Swiss watchmaker Kross Studio on a 10-piece limited collector’s set inspired by Paramount Pictures’ new film Transformers: Rise of the Beasts, which recently had a US$170-million opening weekend worldwide. The deal marks the first time a watch manufacturer has created timepieces inspired by the Transformers franchise.