The children’s apps space is a fragmented mix of big brands and publishers, then lots of independent developers. All are scrabbling for attention on the App Store, but there’s a growing sense that consolidation and partnerships will define who cuts through the clutter.

Witness Night & Day Studios, which has released a mixture of own-IP and branded children’s apps over the last four years. It’s just announced an undisclosed round of investment from entrepreneur Steve Chapman, and a partnership with book-apps company ScrollMotion.

The latter will make Night & Day the “exclusive children’s media licensee” for ScrollMotion’s apps platform, with ScrollMotion also taking a stake in the studio. The partnership includes brand licences for the likes of Warner Bos, Sesame Street and Thomas & Friends.

The partnerships and investment will also ramp up Night & Day’s publishing plans. The studio says it will release 20 iOS and Android apps by the end of 2012, then more than 50 in 2013, when it plans to add a full-time agency division, launch three original children’s brands, and find licensing partners for its existing Peekaboo series.