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Netflix 'Just for Kids' now available on iPad

Children are fast becoming a new target demographic for tablet app developers, and Netflix is joining the wave by expanding its "Just for Kids" feature to the iPad.

The first mobile version of the child-friendly Netflix experience provides a way for parents to ensure their kids don't stumble across inappropriate video content.

"Just for Kids" was launched on the Netflix website in August 2011, making it easy for children of and below the age of 12 to navigate movie and TV choices themselves. Organised by genre (superheroes, dinosaurs, princesses, robots) or icons (Dora the Explorer, Big Bird, Thomas the Tank Engine, SpongeBob Squarepants), children can explore all available options.

Upon its release, Netflix promised that "Just for Kids" would be rolled out to the Wii, iPad, and other devices. The Xbox 360 gained access to the feature in August, and it is now available on the new iPad and iPad 2. Android-powered tablets and the original iPad will gain access at a later date, according to Netflix.

The Netflix app, complete with the "Just for Kids" tab, is currently available for free download in the Apple iTunes Store.

In July, reading aficionado LeVar Burton announced RRKidz, a multimedia company that brings the Reading Rainbow experience to tablet devices.