Grapple Acquires Museum Tour and Publishing App Company Toura

By Devon Glenn 

Mobile development agency Grapple has acquired Toura, the cloud-based content distribution platform whose clients include the J. Paul Getty Museum and the Guggenheim, among others. The terms of the deal were not disclosed.

Toura co-founders Aaron Radin and Sayoko Knight Teitelbaum revolutionized museum tours in 2009 with the Mobile App Producer (MAP): a browser-based publishing platform that allowed museum administrators to create walking tour maps for visitors to use on their own hand-held devices.

Since then, Toura has expanded into media and publishing, creating mobile and tablet apps for companies like ABC Television, Reader’s Digest, Boston Globe, and Tribune Interactive.

The company has put $3.8 million worth of research and development into MAP and its app developer toolkit, Mulberry.

“The provision of cutting-edge proprietary technology solutions to our global clients is crucial to Grapple’s continued market leadership,” said Jamie True, co-founder of Grapple in a statement. “We’re excited to announce this acquisition and benefit from Toura’s relationships, skills and technology. The combination of our two companies will drive significant value for not only Grapple’s existing client roster, but Toura’s clients too.”

Based in London, Grapple’s key clients include Procter & Gamble, RBS, Whitbread, Barclays and AEG Europe. The company was recently named “Innovative Agency 2012” at the Marketing Innovation awards.

“We’re identifying which of our key client relationships will benefit from Toura’s technology, and will announce further details in the new year,” a Grapple spokesperson added. “For now, Toura will certainly be keeping its name, having developed a strong reputation in the industry.”