Microsoft’s venture fund M12 has invested in UK-based digital kids company SuperAwesome. The investment was part of a broader US$17 million financing round and included a number of other ventures such as Mayfair, Hoxton, ibis and angel investors.

Best known for its kid-safe ad platform, SuperAwesome’s clients include LEGO, NBCUniversal, Hasbro, Dentsu, Mattel and Niantic. Its revenue grew 50% annually and it’s powering 12 billion kids digital transactions every month, according to SuperAwesome.

Previous investment and revenue was used last year to invest US$2 million in Latin American kids ad network Kids Corp, making SuperAwesome a minority stakeholder. It also recently launched a kid-safe OTT service that includes nursery rhymes, classic TV shows and popular gaming and unboxing channels by partnering with FutureToday, XUMO, KetchupTV, ToonGoggles, Ameba and KidsClick.

Microsoft’s investment follows other firms playing in the kids space, including educational tech company Sandbox & Co. and UK capital investment firm Venture Founders, which put several million dollars into preschool SVOD app Hopster last year, making Sandbox a majority stakeholder.