Viddiverse, a video site for kids 8 to 13, brings together kid-friendly videos and elements of familiar social media destinations where kids can upload their own user generated videos and enhance them with a set of tools including filters, picture frames, funny backgrounds and more.

Started by entrepreneur Malcolm Bird, Viddiverse offers kids the opportunity to build profiles and share content.

“Viddiverse is what a kids online environment should be,” said Bird.

According to the company, the site meets all the standards of COPPA (Children’s Online Privacy Protection Act). It requires parental approval; it doesn’t collect any personal information from children, and it will not link to non-Coppa sites.

Bird envisions a world where kids can create their own videos and upload them in a non-threatening environment and brands can advertise there without concerns about brand-safety and the possibility of “inappropriate adjacencies.”

Viddiverse will also feature music videos and a daily three hour live video show featuring D.J. Rick Adams.