We are constantly creating and developing innovative ways to keep kids entertained, challenged, and smiling.

The desire to stay ahead and continuously innovate is fundamental to our business. Predicting market trends and understanding the needs of shopping centres owners has become central to our success.

We are passionate about aligning our entertainment offerings to fit with the objective of creating highly desirable retail destinations.

Ride On’s core strength is identifying and anticipating the latest children’s trends so that we can design and develop the most popular and best performing rides.

Play On! brings shopping centres and retail locations to life by creating exciting, safe, accessible and fun environments for children. We attract and retain, entertain and delight shoppers with the experiences we create.

Unparalleled choice

With Ride On! You have an unparalleled choice of high earning, high quality children’s rides, backed by premium levels of service and management only a specialist operator can provide

Safety and Reliability

All our rides and play areas are manufactured and maintained to the highest standards, ensuring that safety is our number one priority.


We pride ourselves on providing a pro-active and professional service at all times, ensuring your customers receive a safe, reliable, and fun-filled experience.

We Know What Kids Want!

We like to think of ourselves as 'big kids', and our passion is in understanding what makes 'little kids' happy. Whether its the latest in character brands, toys or digital media, or team are across whats hot, and whats not.

Maintenance and presentation

By working with a minimal number of centres in each geographic area, our engineers have more time to ensure your equipment is well maintained and presented. This careful management allows us to provide you with much faster response times, seven days a week.


For over 25 years shopping centres have trusted us to deliver children's entertainment solutions. We take great pride in our professional approach to working with our customers and delivering a premium service offering.

The following are our core principles and values – the things we stand for.   We feel strongly about each of these, and aim to honour these values in the manner in which we do business.

  • Two Heads Are Better Than One
  • Work To Satisfy Customers
  • Our Word Is Our Bond
  • We Have A Right To Know How We Are Doing And To Be Supported
  • There Will Be No Surprises
  • Be Results Oriented and Have A Strong Sense of Urgency
  • Promote Teamwork And Behave Consistently
  • We Behave In A Manner That Reflects Continuous Improvement


David Smorgon


Dale Smorgon


Ricky Smorgon
Executive Director


Craig Beswick
Managing Director (UK)


Michelle Baker

Children’s Play at Melbourne Airport

13th December 2017

Today Innovative Retail and Melbourne Airport officially unveil a new children’s playground as part of the new look retail and dining precinct in the T2 International Terminal.

Chief of Retail at Melbourne Airport, Andrew Gardiner, said: “We are committed to continually improving traveller experience at the Airport. With more families travelling with children at Christmas time, than any other time of the year, it’s great to be able to provide an innovative playspace to keep youngsters entertained while their parents relax in our brand new retail and dining precinct at Terminal 2.”

The playspace consists of an innovative rope climbing structure to help children develop their hand eye coordination. It also features a line of sculptural connected cubes made from PLAYTIME SoftPlay systems that are designed for children to create their own fun through non-prescriptive play.

CEO of Innovative Retail, Dale Smorgon said: “We’ve worked closely with Melbourne Airport to deliver a colourful and engaging playspace that seamlessly fits within the Terminal, as well as catering to the needs of families and children travelling at Christmas time and throughout the year.

“We wanted to create a fun experience for the whole family, for kids to get active and be creative in the playspace, while parents relax before their flight and enjoy food from favourites such as Brunetti, Two Johns and the newly announced BaXa.”

Innovative Retail drew on their 25 years of experience to design the playground to suit children aged two to 10 years old to help encourage kids development through play.

“This is the second playground we’ve created for an airport in Australia, and the first to include a rope climbing structure. We are seeing a growing trend for airports and shopping centres alike looking for solutions to support families. Our recent research found that [1]90 per cent of shoppers agreed that having play facilities to entertain children at shopping centres enhanced the overall experience in the centre.”

The new playground is located at Gate 11 in the food and beverage precinct of the brand new T2 International Terminal at Melbourne Airport.

Families can be assured that health, safety and hygiene is a number one priority for Innovative Retail as all play areas have been manufactured and maintained to the highest quality. The play solutions are also fully compliant to the relevant Australian Safety Standards and are certified by an accredited third party safety auditor.

Innovative Retail provides a premium children’s entertainment service across more than 700 retail environments worldwide.




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