After setting sights on the US market with the acquisition of L.A.-based MobiGirl Media, UK-based kid and teen mobile marketing platform SuperAwesome is looking at a home-court advantage, as the company has now acquired the advertising business of UK virtual world Bin Weevils.

SuperAwesome will manage the sales and ad operations team for Bin Weevils, which, as the UK’s largest kid-centric virtual world, has amassed more than 20 million registered subscribers to date. Bin Weevils’ user base mainly consists of kids ages six to 10.

The move now consolidates a large chunk of the kids digital market under one roof and will serve to grow SuperAwesome’s existing reach of 30 million unique visitors per month. The SuperAwesome platform already extends to Swapit, Box of Awesome as well as to more than 70 content partners across mobile, web and online video, and its customers include Lego, Disney and Spin Master.

With the BinWeevils integration, SuperAwesome CEO Dylan Collins says his company will look to build more imaginative marketing campaigns that will allow kids to interact safely with brands.

The deal will also allow BinWeevils, which welcomed Pottermore digital alum Rod Henwood as its CEO last year, to boost its mobile game and invest further in the development of its browser-based world as well as the production of new title Weevil World, which will be released this fall.