MUMBAI: Netflix has unveiled the Just for Kids experience, wherein members can click on the "Just for Kids" tab at the top of the Netflix home page and find a newly-designed section featuring content that’s perfect for children 12 and under.

Kids will be able to click on icons of their favorite characters – from SpongeBob SquarePants to Dora The Explorer, and from Phineas and Ferb to Big Bird – and find a selection of TV shows and movies featuring that character.

Kids, parents and caregivers will be able to scan through movies and shows organized by superheroes, princesses, dinosaurs and girl power, featuring descriptions of the plot of each title. To develop these selections, Netflix used ratings and reviews from Common Sense Media, a non-profit that provides independent, trustworthy ratings, reviews, and information to help parents make media choices.

"Kids discover and categorize movies and TV shows differently than adults. Just the way people find the movies and shows they want to watch when and how they want to, we’re making it easier for kids and parents to have the best Netflix experience," said Netflix vice president of product innovation Todd Yellin.

Netflix designed the "Just for Kids" experience in recognition that kids are the most ardent consumers of TV shows and movies. Almost half of the 25 million Netflix members in the United States and Canada have watched at least two movies or shows made for kids in the last 90 days.

The "Just for Kids" experience is available via the Netflix website, with similar functionality to come on the Wii, iPad, Xbox, Playstation and other devices soon.