The top-up of capital is meant to help the company, which provides a service for online art creation, break into two roaring themes in online:
Aviary taps into two big trends. The first is virtual goods, which some have estimated could be a $1 billion industry this year. Facebook and Ning recently announced new virtual gift shops that let more people create and sell virtual goods. Aviary lets other Web sites plug its technology into their sites for users to create virtual goods.
The second trend is the way the Internet has transformed its users into creators. People come online not just to read or look or listen or buy, but also to create their own written material or music or virtual goods.