Amazon is adapting the Kindle Fire for use by children, after hearing feedback from parents about sharing the device. To stoke sales of the Kindle as a toy, Amazon introduced a subscription service called FreeTime Unlimited, which streams multimedia content appropriate for ages 3 to 8, including material from Disney, Nickelodeon, DC Comics and Sesame Street. Competitors include the Toys R Us Tabeo and LeapFrog Enterprises' LeapPad, but Amazon's Peter Larsen says its model of an adult computer with parental controls is better than a toy that can be outgrown.