The fund backed by various UK banks invests in the fast-growing fancy dress company which has grown its revenues more than nine times in two years.

The named investors were venture capital firm Spark Capital and Bezos Expeditions, the investment vehicle of Jeff Bezos, chief executive of online retailer Amazon.

Talent and literary agency William Morris Endeavor and venture capital (VC) firm Kleiner Perkins Caufield & Byers co-led the round

News provider Nikkei had earlier said SingTel would take 12% with Mitsui taking 19%.

Samsung Ventures and CrunchFund are joined in the series A round by venture firms Pelion Venture Partners, Horizons Ventures, Andreessen Horowitz and First Round Capital.

Rally had raised an undisclosed amount of seed funding at the end of 2010 from Floodgate Fund, Greylock Partners and SV Angel.