Microsoft invests in SuperAwesome

In a strategic financing round, the tech giant's venture fund M12 helped the kidtech company raise US$17 million.
January 27, 2020

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.

About The Author
Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at



Brand Menu