Saban Brands has acquired kid-safe online content platform Zui to strengthen its position in the kids entertainment segment across all media, the company announced today. The amount of the deal wasn’t disclosed.

The startup is best known for Zui.com, which lets children access a curated library of videos and online games as part of a social media experience where they can use personalized avatars and safely interact with the platform. In addition, it also operates the kid-safe Internet browser KidZui.

zui builder 520x558 Saban Brands buys kid safe online content company Zui

According to the company, KidZui and Zui.com combined “have generated as many as 2.3 million visitors per month, with the average visitor coming back three times per week and spending nearly 30 minutes per session.”

Following the sale, Zui’s 12 employees will join Saban. However, they will remain based in San Diego, where Zui is headquartered, and which will become a new physical base for Saban.

While this isn’t Saban’s first venture into digital, this acquisition will reinforce its online strategy, the company’s Vice President of Digital Dan Silberberger explains. “The features and functionality that Zui brings will complement Saban Brands’ recent launch of MyVortexx.com, a boys-focused entertainment destination site that supports Vortexx on The CW Saturday mornings,” he says.

Saban Brands was started by Saban Capital Group with the mission to constitute a portfolio of entertainment and consumer brands, including online companies. No later than last month, it already acquired another company in the digital space – mobile games developer and publisher The Playforge.