Online talent sourcing platform Tongal has secured a US$13 million investment as part of a financing round led by New York private equity firm Insight Partners, with participation from California-based entertainment company Endevaor.

Tongal, which links brands with content creators around the world, will use the new money to expand its platform and invest in improving its tech, infrastructure and interface. The platform hosts more than 160,000 creators across 168 countries, who write, direct and animate content for brands, according to the company.

So far, it has attracted some big names in the kids market since its launch in 2009, including LEGO (pictured), Warner Bros, and NBCUniversal. Universal Brand Development for example, teamed up Tongal to create a Jurassic World-themed contest for users in 2018, and as part of the partnership, Universal shared compilation videos that Tongal users made about the brand to its social channels and Jurassic World website. Mattel has also teamed up with Tongal on a few occasions to connect with fans, and ran contests for user-generated content to promote its Thomas the Tank Engine and American Girl properties.