Founded in 2014 by Dee Saigal and Leonie Van Der Linde, Erase All Kittens (EAK) is the developer of a game to teach children aged 8 to 12 professional coding skills such as HTML, CSS, and JavaScript through gamified, story-driven gameplay. In particular, the game seeks to promote coding among young girls. As of September 2022, players numbered 180,000 across more than 100 countries, and EAK was being used in more than 5,000 schools mostly in the UK and US.
In March 2022, the company partnered with Tesco, one of the largest grocery retailers in the UK, to commemorate International Women’s Day, by signing a distribution deal allowing Tesco Clubcard members to purchase an annual subscription to EAK for GBP 9.99 per year via Tesco’s website. It was reported that there are 20 million Tesco Clubcard Members, and 6.6 million active customers on its app.
In April 2021, EAK raised USD 1 million in seed funding. EAK’s existing game is free, with plans to launch a new, subscription-based game in July which will be marketed to schools and parents.
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