Look out, iPad? Amazon hopes to win the hearts of parents, and their kids, with a new subscription service called FreeTime Unlimited for children’s books, shows and apps on Kindle Fire tablets.

Working in conjunction with the FreeTime parental controls on Kindle Fire devices, the service provides access to content from some of the top names in education and children’s entertainment, including Disney, PBS, Nickelodeon and others.

Rolling out through an upcoming software update, the service builds on Amazon’s existing subscription offerings. It will cost $2.99/month per child or $6.99/month per family in conjunction with the $79/year Amazon Prime service. For non-Prime members, it will cost $4.99/month for one child or $9.99/month per family.

Parents will be able to set up individual profiles for their children, which the kids won’t be able to exit without a password. In-app purchasing and advertisements are disabled as part of the service. The controls let parents limit the time their kids spend using different types of content.

Amazon announced FreeTime Unlimited tonight, saying it will offer a free one-month trial to existing Kindle Fire users and people who buy one of the tablets. It works on the Kindle Fire and Kindle Fire HD.