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AR collectables launch

A pioneering company has launched a range of collectable discs on Amazon.

AR Discs has partnered with Universal Studios, creator of family-friendly movies such as Shrek, Trolls, How to Train Your Dragon and Kung Fu Panda, to deliver physical collectable discs with augmented reality (AR) technology.

Collectors and children alike can take home their favourite animated characters by purchasing an AR Discs DreamWorks Starter Pack with Collectors Folder and two packs of AR Discs.

Each pack contains ‘blind bags’ with a collectable character disc stored inside that can be saved in a collection or traded with friends. The discs are designed to bring physical and digital together, and can be physically held in the hand before unlocking additional interactive functionality through app software.

Once collectors have downloaded the AR Discs app onto their smartphone or tablet device, they are able to unlock movie clips, 3D images of DreamWorks characters, and further information - all by hovering the camera lens over the discs themselves.

The Gruffalo returns in AR app

PIC CREDIT: Tom Donald Taking family forest walks to new heights, the Gruffalo is returning to the deep, dark wood in the latest partnership between Forestry England, Magic Light Pictures and Nexus Studios. The Gruffalo Spotter 2 app builds on the success of the BAFTA-nominated original, and brings The Gruffalo characters to life in the forest. Families will be able to use the new app to follow a trail and learn about the characters from the story. The augmented reality (AR) app mixes the animated characters with the real world environment. Responding to instructions such as waving, stomping, flying, dancing and roaring, visitors will trigger the AR characters to magically come to life and interact with them. Through cutting-edge face and body recognition technology, the characters now look at the children directly, encouraging them to play along. These moments can be recorded and saved to mobile devices for families to revisit and share later via the #GruffaloSpotters hashtag. Gruffalo Spotter 2 has been designed for exclusive use at up to 24 forests across England until winter 2021.

Welcome to Squishville

Jazwares and its subsidiary Kellytoy, is expanding the world of Squishmallows with the launch of animated YouTube series Squishville. The original content, produced by Moonbug Entertainment, an award-winning global entertainment company behind breakout properties such as CoComelon, kicked off in June, with new episodes released every Saturday through to October.

This follows on the heels of the retail debut of Squishville, a line of Squishmallows-inspired collectable plush and soft, fabric playsets and accessories, which arrived in stores earlier this year. The new animated series is based on the lovable personalities, and character details authentic to the Squishville line at retail.

Did you know?

More than 86 million Squishmallows have been sold since their launch in 2017

BABY Born, celebrates a major milestone in 2021 – turning 30. To kickstart a new season of celebrations, the brand launched a multi-channel campaign centred around National Best Friend Day in June, which harnessed PR, social and digital to drive direct traffic to its website and further position the doll as the ultimate best friend.

Baby Bum on BBC

Hit kids’ show Little Baby Bum can now be enjoyed on BBC iPlayer. Little ones can also enjoy watching their favourite show while recreating the scenes in real time with the Little Tikes exclusive range of Little Baby Bum toys, including the Wheels on the Bus Scoot, the Bounce & Sing Buster and Twinkle the Star Plush.

Pooh is 95!

Winnie the Pooh’s 95th anniversary celebrations launched with a charming new animation that sees Pooh and Friends set off on a special adventure. The bear of very little brain also pays tribute to Her Majesty The Queen – who also turned 95 this year. The 45-second film is available to fans on Disney UK’s social channels, while shopDisney offers a range of new products for adults and kids.

OddBods get busy

One Animation is launching a new iteration of its three-time Emmy Award nominated animated series Oddbods. Oddbods: Busy Bodies uses a live-actionanimation hybrid format and is aimed at helping kids relieve stress, move their bodies, and engage in imaginative play. The series is hosted by veteran yoga therapist and teacher trainer Hersha Chellaram, who specialises in children’s and accessible yoga.

IMC goes OTT with new content

IMC Toys is leading the way with its new OverThe-Top (OTT) platform that combines content with e-commerce.

Setting the Kitoons OTT platform apart from other streaming services, and making it the first of its kind from a toy brand, is its ability to suggest products based on the video being watched and drive viewers directly to retailers.

Launched in late June, the platform has more than 150 high-quality videos from IMC Toys brands such as Cry Babies Magic Tears, VIP Pets and Bloopies, and will be the premier destination for new custom content. While watching, viewers have the opportunity to learn about products related to the video and add them to a COPPA (Children’s Online Privacy Protection Act) compliant wish list, with parents having the ability to place orders through links. “The launch of our own OTT platform is a monumental moment for IMC Toys,” said Raquel Roca, corporate communication manager. “Our goal is always to provide the best possible experience for our consumers and this platform takes a holistic approach - conveniently providing everything from content, to product information, to purchasing ability all in one place.”

Kitoons OTT will be available through Smart TVs, mobile, tablets and the web.