Following a Series A funding injection of US$7 million in July, UK-based digital marketing platform SuperAwesome has acquired the UK’s largest kid-safe social media platform, PopJam, from entertainment company Mind Candy.
According to SuperAwesome CEO Dylan Collins, the acquisition will provide opportunities to connect PopJam’s kid-filled user base to SuperAwesome’s quarter of a billion monthly users, its kid-safe advertising (AwesomeAds), and hundreds of brands and content owners, as well as expand PopJam’s global reach.
“Mobile and social are two of the toughest areas for brands around the world in the kids sector, and we can now provide an amazing platform to solve this challenge,” says Collins.
“Our plans are to roll it out internationally, absolutely. Our Kids Web Services (KWS) platform allows us to deploy COPPA-compliant content quickly. In fact, Hasbro just announced their My Little Pony Friendship Club is built on it. So, the US market will be soon.”
Since launching in the UK and Australia early last year, PopJam has become the UK’s leading kids-only creative community on mobile with an average engagement time of 20 minutes per session. The platform also has partnerships with popular kids brands including Puffin Books, YouTube stars DanandPhil and magazines GirlTalk and Horrible Histories.
SuperAwesome expects the acquisition will strengthen its existing partnerships with the likes of Mattel, Lego, Hasbro, Roblox and Outfit7, as well as attract new partners to create content for the app.
The move allows Mind Candy and its CEO Michael Acton Smith to re-focus on its core properties Moshi Monsters and World of Warriors.
Activity around Mind Candy’s newly released World of Warriors: Duel is currently ramping up with a robust toy line expected to launch soon in the UK.