New features were implemented in Google Play store in order to make it easier for parents to find children content. One of the features is a “Family” filter for Google Play store’s apps, games and films & TV sections. Another is the ability to browse applications by age range, along with a new system of “star badges” to provide age ratings. Finally, Google created dedicated pages on the store for popular brands for children.

Google represented the star badge system after its announcement two months ago that it was rolling out a new age-rating system for Android apps and games. At the time, the company also released a new review process for applications before they could be accessed on Google Play.

Using new features, parents will know if a family app includes adverts, aside from the existing notification about in-app purchases. In addition, the tech giant has updated its parental controls in order to enable users to restrict downloads, purchases and streams of content not suitable for kids. As for brands that will get their own pages on Google Play, they include Star Wars, Frozen, SpongeBob SquarePants, Sesame Street’s Elmo and others.

In fact, Google’s announcement follows Apple’s launch of its own “Kids” category in App Store two years ago, when it released iOS 7 software update. It should be noted that Apple’s system also separates kids apps by age rating and highlights collections from certain brands and developers.

In the meantime, Google launched its YouTube Kids app in the United States this past winter in order to provide a feed of kids-friendly videos, describing it as a friendlier version of a streaming service for families. However, this move caused controversy, coming under fire in the United States from various watchdog groups – primarily due to the advertising showing up within the application. Also critics mentioned possible product placement within a popular channel for kids, as well as the recent case of videos with alcohol and swearing slipping through its filter.

Besides YouTube innovations, Google also acquired kids apps developer Launchpad Toys a few months ago, which is known for the Toontastic series of creative storytelling apps, and TeleStory – a video-creation app for kids. Finally, the tech giant also recently filed a patent for an “anthropomorphic device” looking as a toy rabbit and a teddy bear, designed to detect movements and voice commands and control devices in the home.