CAKE has picked up a minority stake in KidsKnowBest, the data-driven insights and influencer strategy agency founded by Joel Silverman.
The transaction—financial details were not disclosed—sees Silverman retaining full control of KidsKnowBest while working with the CAKE team. The strategic partnership will leverage KidsKnowBest’s proprietary insights and influencer knowledge and CAKE’s IP development, funding, production, and monetization chops to build and expand brands for young audiences.
“This is far more than an investment; it’s a strategic collaboration built on shared ambition,” Silverman said. “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 a real opportunity to build culturally relevant IP with long-term value.”
