TotallyAwesome creates largest kid-safe advertising platform in Asia and Australia, with more than 100m kids reached.
We reported last year that Collins’s SuperAwesome was expanding into Asia through several dedicated video content studios to serve markets such as Indonesia, Malaysia, Singapore, Thailand and Vietnam.
The TotallyAwesome platform, which works with brands such as Lego, Warner, Hasbro and Nintendo, is now the biggest ad platform for children in Asia, reaching more than 100m kids.
TotallyAwesome matches brands with relevant content publishers to deliver marketing campaigns for kids that are compliant with data protection laws.
The $2m investment in the TotallyAwesome joint venture came from well-known UK investor Nigel Wray.
The company said it is also launching its kid-safe social content app PopJam in south-east Asia and Australia, adding that the app has already been a hit in the US and UK.
Collins’s global foray
Collins is one of Ireland’s most successful entrepreneurs, embarking on his start-up career while at Trinity College Dublin with Phorest, which is still in business today, and games middleware firm Demonware, which is also still active.
Activision acquired Demonware in 2007 for an estimated $15m.
In January, we reported that Collins’s digital marketing platform SuperAwesome was understood to be plotting an IPO on the London Stock Exchange.
According to reports, SuperAwesome has engaged with several City institutions in London and is at the early stages of exploring going public.
In 2015, the company raised a $7m Series A investment from investors including IBIS TMT, Twenty Ten Capital and Sandbox & Co as well as Collins’s own venture capital firm Hoxton Ventures.
Hoxton Ventures was among a number of investors to participate in a $70m Series C round in Deliveroo two years ago.