NOW TV is to make popular children's shows such as SpongeBob SquarePants and Adventure Time available to viewers without a contract.
The NOW TV Kids Pass will be available to purchase from June 21st and will cost £2.99 a month.
This will provide access to six dedicated live TV channels, as well as box sets of shows from the likes of CBBC, Cartoon Network, Nickelodeon and Cartoonito.
The NOW TV Kids Pass will feature a special immersive user interface, which is designed for both parents and children to use.
For instance, mums and dads will be able to use its safety features to control what their kids watch.
Young people, meanwhile, can interact with a fun space-themed interface featuring picture-led navigation and a favourites rail offering quick access to regularly viewed programmes.
Gidon Katz, Director of NOW TV, commented: "We want to make sure that everyone in the family gets the best entertainment experience possible and that includes our younger viewers.
"We’ve created a vibrant, engaging world just for kids, so finding an episode of Dora the Explorer will be almost as fun as watching it."
Mr Katz added that by creating a separate enhanced NOW TV Kids Pass, its customers have much more choice "when it comes to selecting the shows that are right for them, all with no contract".