Digital Stores partners with Virtual Piggy

Published on: 12th February 2013

Virtual Piggy has announced that it will provide its youth-friendly payment system to Digital Stores.

Virtual Piggy allows parents to set up a monthly allowance for their children and promotes financial management while enabling under 21s to make purchasing, saving and money management decisions for themselves within boundaries setup by parents.

Digital Stores provides e-commerce services for EMI and Universal Music Group and are the UK’s leading direct-to-fan e-commerce site for artists, labels and brands. Digital Stores operates over 60 e-commerce stores including the official global e-commerce site for One Direction, the official music store for Kylie and the official European store for the Beatles.

Russel Coultart, chief executive of Digital Stores, said: “Online e-commerce is impacting classical high street stores, as we have already seen several times this year. However, unless online merchants can successfully tap into the youth market, e-commerce could actually exclude young consumers. For Digital Stores, this is a major consumer group. Virtual Piggy offers us a complete solution to youth monetisation, and we are very excited to integrate their technology.”

Joe Peden, general manager EMEA of Virtual Piggy, said: “Digital Stores provide the online stores and e-commerce for so many fantastic youth-orientated brands including Aardman productions, Hit Entertainment and artists such as Kylie, One Direction and Emeli Sandé. They are a perfect partner for Virtual Piggy as we expand our business into Europe.”

If you would like to receive the latest toy trade news straight to your inbox, please click here to subscribe; you can also follow Toy World on Twitter and Facebook.


Maxi Toys acquired by King Jouet

Rubies and Bristol Novelty to merge

DreamToys transitions to digital event

Intu Trafford Centre up for auction

Basic Fun’s Pound Puppies partner with Dogs Trust

The London Toy Company teams up with Wow! Stuff for new release

New York Comic Con

New York Comic Con moves to virtual event


Asmodee set to launch virtual AsmoFair

Exclusive: NPD looks at the UK toy market in recent months

Be part of the October Licensing Special issue of Toy World