Kid-friendly Marley cover stirring it up


PBS Kids Sprout, the digital cable channel aimed at children, this week began running a campaign featuring a cover of Bob Marley's "Three Little Birds."

The campaign includes three spots, print and outdoor and is meant to serve as a rallying cry akin to MTV's "I want my MTV" of years ago. PBS Kids Sprout, which launched in 2005 and is part-owned by Comcast, is in 38 million homes.

The song is performed by Elizabeth Mitchell from her album "You Are My Little Bird."

This is not the first time the Marley family has been involved in commercial ventures aimed at children, said Ziggy Marley, one of Bob's children and head of the Marley estate.

"It's less about the regular marketing of things and more about the philosophy that kids have an open mind," he said. "From the marketing point of view, my father's music is kid-friendly music."

Other Marley projects focused on children have included books and such films and TV shows as "Shark Tale" and "Dora the Explorer."