Aaron Hutchins of Kidscreen, a media company that covers the global children’s entertainment industry, covered the HIT Entertainment-Amazon deal and asked Brian Solis for his thoughts. Amazon and HIT Entertainment, a division of Mattel, announced a partnership that will bring the preschool series, as well as an array of consumer products exclusively to Amazon.com, via a Fireman Sam hub on the site.

It is the first deal its kind for the two companies and it could also shape the business of streaming video services such as Netflix and YouTube. “Many are already investing in original content. They just haven’t integrated commerce into it,” says Brian Solis, a digital analyst and business strategist with the Altimeter Group. “This is an experiment, not just for Amazon and Mattel, but I think for the industry overall.

“It’s blurring the lines between what’s beyond reproach when marketing and selling to children,” Solis says. However, the model could have its advantages for some parents. “My child adores Peppa Pig. There’s no way to buy Peppa Pig products easily in the United States,” Solis adds. “If there was an integrated e-commerce system every time we watch Peppa Pig through Amazon, her birthday party would have been a lot easier to decorate.”

Read more at Kidscreen.