ActivityHero acquires Zoetic to expand its activity planning service

The children’s activity planning site ActivityHero has acquired Zoetic, which offers an app that lets users discover and share new places, activities, and events.

Up to this point ActivityHero has acted as a marketplace where activity sellers (like children’s camps) could connect with parents looking for things for the kids to do — a sort of OpenTable for kids’ activities. The Zoetic people, technology, and intellectual property will bring a new focus on mobile and activity discovery.

Zoetic’s mobile app uses a lot of crowdsourced discovery and reviews content to give users activity ideas.

ActivityHero CEO Shilpa Dalmia told VentureBeat that with the addition of Zoetic’s two employees — cofounders Rajiv Makhijani and William Li — her company now has filled the key roles needed to move forward. Makhijani and Li will lead ActivityHero’s engineering team.

“This acquisition is crucial to helping achieve our goal of becoming the No. 1 destination for activity planning in the U.S.,” Dalmia said.

The financial terms of the deal were not disclosed.

Children’s camps and afterschool activities is a $30 billion market, with U.S. families spending more than $1500 a year per child on enrichment activities.

ActivityHero was started by two Silicon Valley “momtrepreneurs,” Dalmia and Peggy Chang, who were frustrated by the lack of resources to search, plan, and book activities for their children.

In September, the company raised $2.2 million in venture funding in a round led by Inventus Capital Partners.