Dorothy the Dinosaur is a hot Sydney startup

Dorothy the Dinosaur is a hot Sydney startup

When Sydney children’s entertainer Aimee Atkins hung up her Wiggles’ Dorothy the Dinosaur suit, she turned her passion for getting youngsters moving into a fitness tracker smartwatch for kids.

At the free City of Sydney City Thought Leaders business seminar: Sydney’s tech startup revolution on 28 June, Ms Atkins will reveal how she launched and grew the award winning ETURBO product that is sweeping Australia and New Zealand and will soon launch in the UK and America.

“For a few years I’d been toying with an idea to tackle the global children’s obesity crisis. Then I met design engineer and entrepreneur Katherine Maree Pace at the wedding of the ABCs Dirtgirl, Maree Lowes, and we later formed a lifestyle technology company for kids,” Ms Atkins said.

“Our goal was to allow kids to engage in the digital revolution and build a really strong community around healthy, physical and digital play.

“We were creating a technology company for families. Coming from a background in children’s entertainment, I knew it had to be all about making children smile, laugh and have a great time. Our startup, Elanation, puts children and fun at the forefront of everything we do.”

Ms Atkins, chief operations officer of Elantation, is one of three key speakers at the City Thought Leaders seminar bringing together successful business operators in the Sydney startup ecosystem.

“Gaining insights from the city’s most successful business leaders is an invaluable learning opportunity for startups and local businesses seeking to expand,” Lord Mayor Clover Moore said.

“Sydney is the tech startups capital of Australia that is attracting, inspiring and supporting business talent. City Thought Leaders is another opportunity for the City to offer local entrepreneurs the chance to increase their skills, access mentors and enhance their networks so they can be globally competitive.”

Zoe Pointon, co-founder and co-CEO of online real estate listings company, Open Agent, will tell how from humble beginnings four years ago, the tech company has grown to nearly 100 staff and raised $20 million in venture funding.


“The truth is, it takes a long time to be an overnight success. Truly great businesses aren’t built in a year,” Ms Pointon said.

“You have to build a great product or service and you need to evolve the business constantly. It’s about trying new stuff and failing sometimes so the business can evolve and grow while you’re hiring staff and growing the company’s culture and history.”

Also speaking at the City-run seminar is Stefan Knight, community and networks manager from accelerator muru-D that provides programs for startups. He will offer a guide to Sydney’s tech startup ecosystem and outline opportunities for startups to grow.

The free City Thought Leaders seminars are held at Customs House on the last Wednesday of the month until November.

Seminar: Sydney’s tech startup revolution  

Date: Wednesday 28 June 

Time: 6.30pm to 8.30pm 

Cost: free, but bookings are essential

 Bookings and event information:


Future seminars are:

  • Sustainable business practices – 26 July
  • How innovation is changing the face of business – 30 August
  • Creative enterprises – 27 September
  • Women led businesses – 25 October
  • How important brand is to business – 29 November


For media inquiries or images, contact City of Sydney Senior Media Advisor Belinda Wallis

Mobile 0467 810 160 or email

For interviews with Lord Mayor Clover Moore, phone 8974 4165 or email