SuperAwesome raises $7M Series A for global expansion
Child-safe advertising platform now reaches almost a quarter of a billion kids every month globally
LONDON (26/7/2015) SuperAwesome, the leading digital marketing platform for the kids industry, today announced a $7M financing round to continue its rapid growth internationally.
Headquartered in London but with offices in New York, Bangkok and Sydney the company is considered to be one of the fastest growing digital kids companies in the world.
Founded in 2013, the company 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 company recently launched its Kids Web Services (KWS) platform, providing a range of cloud-based tools (e.g. parent portal, kid-safe authentication etc.) to help content creators manage new data privacy requirements that are becoming standard legislation for under-13s.
The kids entertainment market (of which advertising is $10B) is going through a major transition with an accelerating decline in TV viewing (in the US, Nickelodeon’s TV ratings are down almost 30% in the last twelve months). As a result the digital kids market is predicted to grow almost 300% to $2B by 2018 according to industry reports.
The Series A round is led by IBIS TMT (investments include Contagious Communications, Ginx TV and Get Me Media), Twenty Ten Capital (investments include Iconic Images, 1966 Ltd, Metropolis), Sandbox and Co (investments include Family Education Network and Hopster) with participation from existing investors including Hoxton Ventures (investments include Deliveroo and Darktrace). As part of the round Parminder Basran (Twenty Ten Capital) will join the board. The company will use this round to accelerate growth of their team in North America and continue expansion in Southeast Asia.
Dylan Collins, CEO stated:
“SuperAwesome now holds a critical position within 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.” He continued, “Because of the market need for what we do, our growth has been considerable. However this investment round allows us to accelerate even further.“
Parminder Basran, Founding Partner of Twenty Ten Capital, said:
“I’m 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. I’m looking forward to getting involved as we pool our experience of scaling digital media businesses to accelerate the company’s growth.”
SuperAwesome’s platform is used by over 70% of the largest independent kids content publishers including Roblox, Outfit7, Bin Weevils, Zepto Labs, Moviestarplanet and hundreds of others.