Mattel and Sesame Street position themselves in AR gaming with Osmo investment

Children’s entertainment brands Mattel and Sesame Street are positioning themselves in the world of AR gaming, in a new partnership with Osmo.

The pair have been named among a number of children’s entertainment companies to back the award-winning augmented reality iPad game creator to the tune of $24 million.

Funding for the firm has been received from Mattel, Houghton Mifflin Harcourt, Collab+Sesame, Calibrate Partners and existing investors Accel, Upfront Ventures and K9 Ventures.

Pramod Sharma, CEO of Osmo revealed in a recent interview that his company was in the process of making augmented reality games with Mattel and Sesame Street, marking a first for the company to be working with major kids’ brands.

“We have had very good traction in schools and we are ready to scale it up in the next year,” said Sharma.

“This is great validation, but Osmo is in a very early part of a long journey. We have to keep building things that kids love.”

Osmo has launched eight children’s games to date, including three this year alone, the latest being Osmo Pizza Co, a game in which kids learn how to run a pizza shop and develop entrepreneurial skills.

The company’s first product was recognised as one of Time Magazine’s 25 Best Inventions of 2014.

Sharma has detailed the investment money of $24 million will be used to build new areas, platforms and develop current technologies such as computer vision and AI.

“A lot is happening, Mattel and Sesame Street are bringing their characters to the Osmo platform,” continued Sharma. “It’s the first time these two companies have collaborated since Tickle Me Elmo.”

Check out the video of Osmo Pizza Co in action below:

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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