Mozilla is expanding beyond its Firefox browser and trying its hand in the suddenly hot streaming video business.

Its take: the MatchStick HDMI streaming stick, which will sell for a limited time through Kickstarter at a starting price of $12 before it goes to retail. It's final price of $25 sets its sights on the Chromecast, the $35 streaming dongle from search giant Google. Matchstick runs on Firefox OS, the open source mobile operating system built by Mozilla on Firefox's underlying engine.

Mozilla has a keen interest in being known for more than just an Internet browser. The nonprofit Web advocacy organization receives a vast majority of its funding from Google, which also offers a competing browser in Chrome. Over the last two years, Mozilla has diversified into smartphones with its Firefox OS and now Matchstock in the hopes of getting support for open Web standards into more devices and more hands.

However, the Matchstick enters an already competitive field. Beyond the Chromecast, the streaming media space is crowded with Amazon's Fire TV, and market leaders Apple TV and Roku, all of which have long since secured the kinds of content partnerships such as Netflix and Hulu essential to the success of any entrant in the field. While Matchstick is promising to have them by its January launch, it doesn't appear to have secured them yet.