PopJam is an Instagram-like app, designed to be a safe "walled garden where kids can be kids."

Mind Candy unveils PopJam

Mind Candy has unveiled its new user generated content app, PopJam.

PopJam will allow children to create art, stories, photos, games, contests and more and then share their creations with other kids around the world, in a safe "walled garden where kids can be kids."

The new initiative was unveiled last week by Mind Candy CEO, Michael Acton Smith, via his blog page.

“One of our key learnings from the six years of building Moshi Monsters has been how much kids love to create, share and show off,” he said.

“PopJam is similar to Instagram in that users can follow their friends or other users if they like their creations. The can also comment and even draw responses to other creations that pop up in their feed.”

Alongside user generated content, the app will also feature professional content channels, allowing children to follow their favourite bands, artists, authors, movies, games and more.

And with an extra emphasis on learning, many of these will also include a large amount of educational content.

“Stealth education is a key part of Moshi Monsters and we want PopJam to be no exception,” continued Acton Smith. “We’ve always believed that amazing things can happen when you make learning fun.”

Key partners on board for the UK launch of the app already include: Natalia Vodianova and her charity Naked Hearts; Decoded, designed to help teach kids about coding; My Blue Nose Friends; Find Chaffy; Jon Burgerman; Borrow My Doggy and Chineasy, helping children learn to speak Chinese.

Acton Smith further reveals that the firm is in discussions with celebrity chef Jamie Oliver as part of his mission to teach every child about food and nutrition.

“With PopJam, we can explore opportunities where kids can learn about this in a fun and interactive way,” said Acton Smith.

The app – aimed at children aged seven to 12 – has also employed stringent safety precautions and features.

“Keeping our young audience safe is a huge responsibility and something we take very seriously. We have lots of learnings from Moshi Monsters to guide us and a highly experienced moderation team headed up by online community expert, Rebecca Newton,” Acton Smith explained.

“Creating a product like this is full of complex challenges, but we feel very strongly that without a viable community designed for this younger demographic, kids under 13 will continue using apps designed for over 13s, like Instagram, SnapChat and Tumblr.

“PopJam is a walled garden where kids can be kids,” he said.

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