The investment comes as the Manchester-based company launches its second funding round, after securing backing from an angel investor in January. The funding will support further international expansion, following the launch of its Kids Insights platform in the US earlier in the year.

SuperAwesome’s technology is used to allow child-safe digital engagement. The two companies have partnered on children’s insights for some time.

Nick Richardson, chief executive of The Insights People, said: “SuperAwesome’s six-figure investment is a 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.

Dylan Collins, chief executive of SuperAwesome, added: “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.”

The Insights People has also appointed Howard Blumenthal, creator and TV producer, as a non-executive director.

Richardson said: “It’s 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.”