London-based digital kids’ company SuperAwesome is raising $7 million in Series A funding. Twenty Ten Capital is leading the round with participation from other investors that include Hoxton Ventures. In addition to the funding, Parminder Basran of Twenty Ten Capital has been added to SuperAwesome’s board.
Twenty Ten Capital, the consumer, media and digital sector focused investor, is leading a $7m (£4.5m) Series A round for SuperAwesome, the leading digital marketing platform for the kids industry.
The round, which is also backed by Henry Chamberlain and Jamie Kirkwood of IBIS TMT, Sandbox & Co and existing SuperAwesome investors including Hoxton Ventures, will be used to continue the company’s rapid growth. As part of the round, Parminder Basran of Twenty Ten Capital will join the board.
Founded in 2013, SuperAwesome has become the industry’s go-to platform for delivering 100% kid-safe advertising globally for hundreds of family brands like Hasbro, Mattel and LEGO. The under-13 market is highly regulated and has a growing range of data privacy requirements such as the Children’s Online Privacy and Protection Act (COPPA) in the US, an equivalent of which will shortly be law across Europe.
Integrated into apps and websites, SuperAwesome’s technology ensures that kids are not tracked by malicious advertising and guarantees that all content included in digital ads is 100% child-appropriate.
The digital kids market remains a fraction of the size of the kids TV market. However with the accelerating decline in kids TV viewing, this is projected to grow almost 300% in the next two years.
Headquartered in London but with offices in New York, Bangkok and Sydney, SuperAwesome is, at present, one of the fastest growing digital kids companies in the world. The company’s global audience is almost a quarter of a billion kids each month across mobile, tablet, desktop web and virtual world.
Twenty Ten Capital’s earlier investments have included world-famous recording studio Metropolis London, sports management group 1966 Entertainment and Iconic Images, the archive of legendary photographer Terry O’Neill.
Commenting on the investment, Parminder Basran said:
“We’re excited to be backing the next stage of development at SuperAwesome. Dylan and his team have built a fantastic platform which has achieved impressive traction so far. We’re looking forward to getting involved as we pool our experience of scaling digital media businesses to accelerate the Company’s growth.”
Dylan Collins, CEO of SuperAwesome, said:
“SuperAwesome is now one of the most important platforms in the kids industry. Our technology ensures that hundreds of millions of digital ads every month are delivered in a completely safe and appropriate way for kids. At the same time we are a key revenue source for content creators around the world and our platform is directly funding the growth of the next Peppa Pig or Moshi Monsters. Because of the market need for what we do, our growth has been considerable. However the quality of our Series A investors gives us the balance sheet to triple everything we’re doing.”
SuperAwesome will use this round to accelerate growth of its team in North America and to continue expansion in Southeast Asia.
The company recently launched its Kids Web Services (KWS) platform, providing a range of cloud-based tools to help kids content creators manage data privacy requirements which are becoming standard legislation for under-13s.
SuperAwesome (@GoSuperAwesome) is the largest kids digital marketing platform in the world, reaching almost a quarter of a billion kids each month across mobile, web and online video. The company was founded by serial digital media entrepreneur Dylan Collins who has several investments across the technology and kids sector. Previously he founded DemonWare and Jolt Online, acquired by Activision and GameStop respectively.
SuperAwesome has three main products:
AwesomeAds is the industry’s leading kid-safe, COPPA-compliant ad platform used by hundreds of brands and agencies in the US, UK, Australia and Southeast Asia. Clients include Lego, Warner Bros, Hasbro, Disney, Nintendo and many others.
Kids Web Services (KWS) platform provide compliance-as-a-service tools to kids content creators and recently announced Hasbro and Walker Books as the latest clients.
SuperAwesome Insights, the company’s dedicated Research and Insights arm is used by a huge number of FMCG brands both inside and outside the kids market.