Box of Awesome announced that it has acquired Swapit. The combination of the physical discovery platform for kids with the kids digital and trading network in the U.K. will be known as SuperAwesome.

“With a combined audience of over 7.3M 6-16yr olds, we are now by far the leading discovery platform for kids and teens in the UK. The 6-16 generation is extremely hard to reach, being highly fragmented across multiple channels and multiple platforms. It needs a discovery platform to match. Our reach now extends across physical (Box of Awesome, Box of OMG, Swapit), digital (our display and mobile ad networks) and research (our accolade-winning Youthscape reports),” said Dylan Collins, founder of Box of Awesome and CEO SuperAwesome. “We’ve gotten to know the superb Swapit team over a number of months and we’ve clearly got a shared vision about where the future of kids discovery is going. It’s a privilege to be able to work with them to take the SuperAwesome group to the next level.”

“With SuperAwesome we’ve created the biggest kids and teens discovery platform in the UK which is safe, compliant and effective,” said Tom Impallomeni, CEO Swapit. “I think our awesome customers, who include the likes of Warner Bros, Topps, Activision and Random House (amongst many others) are testament to this. For many brands, we are already a required part of their marketing mix.”