According to a contract between the companies, Virtual Piggy is to integrate its payments software onto the Claire’s ecommerce website later this year. And with a customer base of primarily teenage girls, the US-based company has promised Claire’s the new system will be youth friendly.

Dina Keenan, Chief Marketing Officer at Claire's Stores, said:  "We are so excited to partner with Virtual Piggy to offer their payment technology on our site. Our Claire's girl is a bit younger so Virtual Piggy will help educate her about shopping and spending responsibly as she continues to gain independence and explore new ways to express her individual style."

Virtual Piggy specialises in providing payments solutions for a younger audience, allowing children to make purchases under parental controls.