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SuperAwesome In Talks To Acquire Parenting Finance Site And Mumsnet Competitor MyFamilyClub

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Relative Insight Wants To Help Brands Stay On Message

SuperAwesome, the European ad network and marketing platform for kids and teens, could be on the verge of making its second acquisition this year. According to sources with knowledge of the situation, the UK startup is currently in talks to acquire MyFamilyClub, the parenting finance community and Mumsnet competitor owned by Scottish media giant DC Thomson.

Launched in 2011 by Gemma Johnson and backed by DC Thomson — which owns leading newspaper properties in Scotland, as well as early social network Friends Reunited and iconic British comics, Beano and Dandy! — MyFamilyClub offers money-saving tips, discount vouchers and other financial advice for those with children of all ages. It competes with leading UK mums communities, namely Mumsnet and NetMums, and like those sites, also operates a community-authored blogging network and an email newsletter with sizeable reach.

It’s this ability to market directly to parents that would build on SuperAwesome’s current mission to be the largest ad network and marketing platform in Europe specifically for kids and teens, and appears to be the draw here. Not least because brands like to take a two-pronged attack; pitching their wares to kids and parents in parallel.

However, according to one source, DC Thomson actually approached SuperAwesome to sound out any interest in buying MyFamilyClub some four months ago.

Asked about talks between the two companies, SuperAwesome CEO and founder Dylan Collins issued the following statement: “We’re constantly evaluating opportunities but we don’t comment on rumours.”

Meanwhile, when asked about an acquisition, MyFamilyClub CEO Gemma Johnson pointed me towards DC Thomson’s press department.

I’ve pinged DC Thomson and MyFamilyClub’s PR for comment and will update this post should I hear back.

(Update: A DC Thomson spokesperson said, “We are currently looking at options for MyFamilyClub and might be in a position to comment further in the coming weeks.”

Whatever the official line, it’s my understanding the deal could close as soon as next week and that MyFamilyClub’s ten or so staff have already been informed of the acquisition.

Were the deal to close, MyFamilyClub would be SuperAwesome’s second acquisition inside of six months. In February it purchased L.A.-based MobiGirl Media, a mobile ad network for girls.