Animin uses the latest augmented reality (AR) technology to bring mobile gaming to life.
Animin will be supported by a £300,000 marketing campaign, with media buying being handled by specialist kids/tween agency Generation Media, public relations by gaming agency Bastion PR and creative by Figure Digital. UK retail distribution will be handled by Innzone.
Animin represents a digital-to-physical product business model for UK supermarkets and toy and gaming retailers and will be available in all major UK games, toy and supermarket retail outlets this Christmas, as well as being available to order online.
Ben Paterson, creative producer on Animin, said: “With Animin we are bringing a digital toy into supermarkets and bricks-and-mortar retail in a revolutionary new way. We now have considerable budget for our online, print and TV marketing campaign and a mainstream PR push planned in to launch Animin this coming November for the Christmas market.
“We plan to focus a lot of our efforts on YouTube as this is where tweenagers live online, and gather most of their share-able information. Trying to grab a kid’s attention for 20 seconds is not an easy feat these days, so we are working on some very interesting concepts for our creative, which is certainly going to be something to watch out for. We plan to establish Animin as a major new IP for the kids and tween markets to be launched globally in 2015, following a successful UK launch.”
Children can point their mobile device at the Animin game-card and the creatures come to life in front of the smartphone or tablet. They can then care for and nurture their Animin, play a range of mini-games and collect new characters.
Joe Kletz, creative director of Animin, said: “Our development team is genuinely pushing the capabilities of what is possible with AR tech on smartphones and tablets, creating the very first digital pet that truly comes to life in the real-world environment in front of you. Animin has been a true labour of love and I cannot wait to start previewing the game to journalists, bloggers, YouTubers and gamers later this year.”