released its first original children's show Friday, as the Internet retailer and online video streaming service competes for tiny viewers.

The show, Tumble Leaf, follows the adventures of a blue fox named Fig. Amazon plans to release two more new kids programs over the summer. Only members of Amazon's Prime subscription plan can watch the programs, which are produced by Amazon Studios.

Rival Netflix has also been beefing up its children programing. It signed a deal last year with DreamWorks Animation to create original programs based on the movie studio's characters. It also has a deal with The Walt Disney Co. to stream its movies, and another deal with the entertainment company's Marvel unit to stream original programing about its comic book characters.

Last year, Amazon snatched up the rights to stream shows by Viacom's Nickelodeon network after Netflix failed to renew its agreement. It gives Amazon access to popular shows such as Dora the Explorer and Blue's Clues.

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