Kids’ digital platform PopJam expands to US


Children’s social platform PopJam, which says it is “used by hundreds of content creators,” has officially launched in the US.

Owned by kids’ digital brand platform SuperAwesome, which says it reaches over 300m children per month, PopJam claims its community includes over 1m 7- to 12-year-olds in the UK who spend an average of 45 minutes a day on the service. PopJam hit the one-million-app-download mark in the UK earlier this year.

Further, PopJam says it is “now considered the standard safe social option for content creators seeking to engage and entertain the centennial generation rather than directing under-13s into adult social networks.”

According to PopJam, the “world’s biggest kids’ content owners, brands and YouTube personalities use the app as their default under-13 social platform.”

That translates to over a hundred channels in the UK, along with millions of pieces of content from brands like Disney, Nintendo, Hasbro and Penguin.

Available for iOS and Android, PopJam says kids can share artwork and interact with their favorite creators “in a positive, safe environment.”

US launch partners include Roald Dahl, Guinness World Records, NBCUniversal and Lonely Planet Kids, along with YouTube personalities AmyLee33 and WizardKeen.

“As with all channels on PopJam, content released by YouTube creators is strictly reviewed to ensure it is appropriate for the under-13 audience,” the platform says.

Certified complaint with the Children's Online Privacy Protection Act, or COPPA, PopJam does not allow any private messaging between users. Instead, “positive and responsible user behavior” is incentivized with virtual rewards and call-outs in the app, the platform says.

“With a core audience of 8- to 12-year-olds, PopJam was the perfect channel to promote ‘The Secret Life of Pets,’” said Chris Massey, senior vice president of digital marketing at NBCUniversal, in a statement. “Kids reacted and interacted with our posts and sticker packs, produced hilarious fan art…to be able to get this kind of engagement from an under-13 audience in a safe, moderated environment is truly unique.”

The app is also available in Ireland and Canada.

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