Fuisz Media, a tech company specializing in creating interactive videos, announced this week it had raised $2.1 million in seed funding.

The round was led by Metamorphic Ventures and Lerer Hippeau Ventures. Other investors include Michael Lazerow, founder of Buddy Media; Brian Lee, co-founder of LegalZoom and Honest Co.; Matthew Anderson, chief marketing officer at Roku; Ben Barokas, founder and chief executive of Admeld; WGI Group; United Talent Agency; and Mesa+.

The Santa Monica company also announced the launch of Fuisz Interactive Video, a platform that helps businesses create interactive videos that are adaptable to any player. Viewers can touch and click items for additional information and make direct purchases. Fuisz has already worked with Nike, Target and Wal-Mart in creating interactive branded content.

“As we scale, implications for the entertainment and advertising industries are enormous,” co-founder and Chief Executive Justin Fuisz said in a statement. “The ability to add interactivity quickly and easily to feature editorial content provides boundless options for storytelling and monetization.”

Staff reporter Melissah Yang can be reached at MYang@labusinessjournal.com. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.

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