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Kid-tech start-up invests in The Insights People


The Insights People has secured a “6-figure investment” from SuperAwesome.

The London-based “kid-tech” startup is one of the country’s fastest growing tech firms, with its technology used by hundreds of brands and content owners, engaging with more than 500m children every month.

The investment comes as the The Insights People kicks off its second round of funding. The Manchester firm, behind Kids Insights and Parents Insights is seeking international expansion, following the launch of Kids Insights US earlier this year.

“Real-time data on kids’ behaviour is key for virtually every company operating in this sector so we’re delighted to welcome Nick and the team into the SuperAwesome family,” said Dylan Collins, CEO of SuperAwesome.

The Insights People has also announced that Howard Blumenthal has joined its board. Blumenthal was Nickelodeon’s first head of production and the creator of PBS’ US game show, Where in the World is Carmen Sandiego?

“This generation of children is unlike any that came before. They are immersed in all sorts of media, and they communicate with one another at lightning speed. New ideas emerge rapidly, and trends develop and fall apart quickly. Nick and the team have developed a 21st century approach to market research with abundant data and analysis in very nearly real time. It’s exciting to be a part of that future,” he said.

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Nick Richardson, CEO of The Insights People added:

“Our strategic partnership with SuperAwesome indicates the great strides The Insights People has rapidly made. SuperAwesome’s six-figure investment is a fantastic vote of confidence in our business plan and a great start as we embark on a second round of funding to enable our global expansion.

“It’s also a massive boost to bring Howard Blumenthal’s passion and knowledge on board. His experience of the kids’ entertainment market is second to none. I met Howard at the Children’s Global Media Conference in Manchester last December and we immediately connected and could see the opportunity to work together.”

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