Kid-Aimed Tech Company SuperAwesome Bags $17 Million From M12 And Others


SuperAwesome, the kidtech startup based out of London has confirmed picking up $17 million in a fresh round of financing led by Microsoft’s venture fund, M12. Existing investors Mayfair Equity, Hoxton Ventures and Ibis also participated in the round. Before this round, the firm had secured $13 million in the Series C round which was led by Harbert European Growth Capital. The current infusion takes the total amount raised by the firm to $58 million.

SuperAwesome was founded in 2013 by Dylan Collins, Joshua Wohle, and Tom Impallomeni as a platform that offers kid-safe tools and technology for the children's digital media ecosystem. SuperAwesome CEO Dylan Collins talking about the segment and the firm said, “Historically the internet was designed to be used by adults, but now over 40% of new users are kids. We’re in the middle of a structural shift in the composition of the internet that requires investment in privacy and kidtech to support children. This is as big a transition as mobile was for the desktop internet,” he noted.

The firm counts big names like Activision, Hasbro, Mattel, Lego, Cartoon Network, Spin Master, Nintendo, Bandai, WB, Shopkins maker Moose Toys, WPP, Omnicom, Dentsu, Niantic, and Wildworks among its customer.

Microsoft corporate vice president and global head of M12 Nagraj Kashyap talking about the funding round through a statement said, “We are proud to welcome the SuperAwesome team to the M12 portfolio. Dylan has cultivated a mission-driven team dedicated to keeping the internet safer for kids—a critical priority for digital-first generations. Given Microsoft’s footprint in the identity management space, we’re excited to explore opportunities for partnership with SuperAwesome as well.”

Image courtesy: Axios

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