Kids TV specialist, Cake, has made a minority investment youth insights and influencer strategy company, KidsKnowBest.
The undisclosed investment “reflects a shared ambition to connect youth audience intelligence with global IP development and distribution.”
Founder and CEO Joel Silverman retains full control of KidsKnowBest.
Founded in 2017, KidsKnowBest has thousands of kids and families across the US and UK providing ongoing first-party insight into behaviour, trends, brand affinity and cultural shifts.
The partnership will see KidsKnowBest’s insight working with CAKE’s expertise in IP development, production, financing and distribution, “bridging the gap between audience intelligence and scalable brand ownership.”
Joel Silverman, Founder & CEO of KidsKnowBest, said, “This is far more than an investment, it’s a strategic collaboration built on shared ambition. We’ve spent the last eight years building direct, meaningful relationships with young audiences. Our global community gives us real-time visibility into what kids care about, how they engage and where culture is heading. Partnering with CAKE allows us to connect that intelligence directly into the IP ecosystem. Together, we can move seamlessly from insight to influencer to global distribution, building brands with young people at the heart.”
Ed Galton, CEO of CAKE, added, “What attracted us to KidsKnowBest was the strength of their community and the clarity of their data. They don’t speculate about youth culture, they’re embedded within it. By bringing their audience intelligence together with CAKE’s experience in developing and scaling global kids’ brands, we see real opportunity to build culturally relevant IP with long-term value.”
Jon Creamer
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