First major retail launch for Yoto in W H Smith branches

Audio platform Yoto has had its first major in-store UK launch in branches of W H Smith.    

Available across 75 of the chain's high street stores nationwide, the launch of the screen-free speaker Yoto Player and accessories in bricks-and-mortar stores follows on from the brand’s online retail success via W H Smith’s website. 

Yoto said the launch "aims to encourage and inspire off-screen storytime for children and highlight the educational and creative benefits of a hybrid of audio and physical books". W H Smith is also stocking Yoto content cards.

Ben Drury, c.e.o. and founder of Yoto, said: “The team at Yoto and I are thrilled to be working with a nationwide partner as well-renowned and loved as W H Smith for our first major in-store launch. We’re excited to be partnering with the talented team at a brand with a strong history of championing children’s literacy and bringing stories and music to all children. Our aim with having a physical presence in stores across the UK is to help make it even easier for families everywhere to see and purchase a range of Yoto products, including our Yoto Player, Adventure Jackets and Yoto Cards.” 

Jon Wiltshire, commercial director for W H Smith High Street, said: “We’re delighted to be launching the Yoto Player and accessories across a select number of our high street stores. At W H Smith we are passionate about literacy and lifelong learning, providing reading, writing and other educational materials to millions of customers to help making literacy fun, and the launch of the Yoto Player in our stores complements our offer.” 

In June, Yoto doubled the size of its content team with four key hires from the world of publishing. Yoto launched in 2017 after a successful Kickstarter campaign for £27,000 before a partnership with the Roald Dahl Literary Estate.