InMotion strikes new partnership with Osmo to amplify children’s play tech

By Luke Barras-hill |

Leading US airport-based tech accessories retailer InMotion has inked an exclusive deal with Osmo to stock four of the latter’s products at airport and resort locations across the country.

Beginning 29 May to coincide with US Memorial Day Weekend, Osmo’s best-selling kits will be available to purchase from airport locations of InMotion and its sister stores iStore and Soundbalance in a bid to capitalise on pent-up travel demand.

The four products are: Little Genius Starter Kit for iPad ($79), Genius Starter Kit for iPad ($99), Creative Starter Kit for iPad ($69) and Coding Starter Kit for iPad ($99).

Osmo, a firm established in 2013, creates play experiences for children by fusing digital gameplay with physical interaction.


Nearly half of the retail locations will boast Osmo’s Steam kits stacked in floor displays, while more than half will present a video fixture and interactive display alongside all four of the Osmo kits.

Orlando, Detroit and New York City/LaGuardia Airports will soon offer interactive displays that allow families to sit and test out products while shopping.

InMotion, Soundbalance and iStore airport locations feature four different Osmo Steam kits in interactive video displays (left) and stacked floor displays (right).

InMotion, Soundbalance and iStore already carry Osmo products at the following airports: Atlanta, Austin, Boston, Charlotte, Dallas, Detroit, Ft. Lauderdale, Miami, Newark, Orlando, Philadelphia, Phoenix, Pittsburgh, Sacramento, Salt Lake City, Seattle, San Diego, San Francisco, Windsor Locks, Baltimore, Washington D.C./Dulles, Washington D.C/Reagan and New York LaGuardia.

Eden Goldberg, Divisional Vice President of Marketing and Business Development at InMotion Entertainment Group said: “The toy industry is experiencing a 16% increase over last year and InMotion is intent on delivering gaming technology to all ages.

“Osmo is the ideal kids’ system for engagement and happiness while travelling and we’re elated to introduce our exclusive partnership to the travelling consumers. Families are travelling more as virtual education is more readily available. Families look to toys to help keep their children, engaged, active and delighted.”

Richard Ryan, Senior Director of US Omnichannel sales, Osmo added: “We’re thrilled to be launching our best-selling Stem/Steam kits for iPad at so many InMotion locations across the country, during one of the busiest and most anticipated travel holidays, and this pivotal reopening time.

“Today’s parents feel that travelling with technology is a must, even for their kids, who are looking for the best products and entertainment to use while on the road. And, with tablet technology being easier to operate while in flight, kids can easily play with Osmo’s engaging array of learning games.”

InMotion operates more than 120 locations throughout the US and together with Marshall Retail Group is part of WHSmith.

For more on InMotion/WHSmith, click here.


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