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    Moontoast raises $6 million

    Moontoast, a technology company with offices in Andover and Tennessee, said it recently raised $6 million in new funding.

    The round was led by the Martin Cos., a venture capital firm headquartered in Nashville. Other current investors are also participating in the round, Moontoast said in a press release.

    Moontoast describes itself as a creator of social commerce software that make it easier for entertainment and media companies to find fans of their properties online; deliver content; and, ideally, entice them to buy merchandise.

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    “We believe there is a fundamental shift occurring in digital commerce,” Les Wilkinson, managing director of the Martin Cos. and a member of Moontoast’s board of directors, said in a statement. “Consumers expect opportunities for engagement and commerce to be delivered to them, and brands are struggling to determine how best to respond.”

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    Moontoast’s distributed commerce, social analytics and game-commerce products help brands cope with this shift, Wilkinson suggested.

    According to Moontoast’s website, clients include Universal Music Group, Simon & Schuster, and IdeaPaint.

    Chris Reidy can be reached at reidy@globe.com.