Leading US kids virtual world Roblox is now boasting 100% kid-safe advertising, thanks to a new partnership with SuperAwesome out of the UK.

The incorporation of SuperAwesome’s platform into the digital game-building site will open up Roblox and its 15 million user-generated games to COPPA-compliant advertising opportunities and brand integrations in both the US and the UK.

More than 180 popular brands have hooked up with SuperAwesome to date, including Bin Weevils, Talking Tom and Cut The Rope, and the platform currently reaches more than 200 million kids each month across mobile, web and online video.

For its part, Roblox lays claim to 70 million hours of monthly engagement by 4.4 million active users, with a dwell time of more than 23 minutes per session.

This partnership comes on the heels of SuperAwesome’s recent launch of a KidAware certification program that teaches safety and compliance to agencies and brands looking to keep up in the digital kids marketing space.