British edtech start-up Delete all kittens – an online game that teaches children, especially young girls, coding skills – signed a distribution contract with Tesco, one of the largest supermarkets in the UK. The move comes on International Women’s Day, an annual date to support women and girls around the world. Erase All Kittens has so far raised over $1 million in seed funding.
The deal means Tesco Clubcard vouchers can be used to buy an annual subscription to Erase All Kittens for £9.99 a year via Tesco’s website. There are 20 million Tesco Clubcard members and 6.6 million regularly use the store app.
“We are delighted to team up with Erase All Kittens, whose work encouraging girls to code is vitally important in a world where digital literacy is essential to our daily lives,” said a Tesco Clubcard spokesperson. .
Erase All Kittens is an online game that teaches kids professional coding skills as they “embark on an adventure to rescue kittens in a magical internet universe.” He has won several awards to date.
EAK said each method of teaching the game has been designed to spark the imagination of 7-13 year olds, allowing players to create and correct levels using real source code. Designed to appeal to both girls and boys, EAK claims that 95% of girls surveyed want to learn more about coding after playing the game.
The startup said the “Mario-style” online game has reached more than 160,000 players at 4,000 schools in more than 100 countries. Last year, it raised $1 million in seed funding led by Twinkl Educational Publishing, with early investor participation from family office A Black Square, Christian Reyntjens, alongside angel investors including one of the founders. from Shazam.
“There’s still a huge misconception that coding and engineering is more for boys, when in fact it’s gender bias that’s holding women back from pursuing careers in STEM,” said the CEO and co-founder Dee Saigal. “Unless more girls and young women learn to use technology to shape the world we live in, the gender gap will only grow. We’ve built Erase All Kittens to solve this problem on a global scale, and we’re extremely excited to partner with Tesco to inspire more girls across the UK to code and create.