Bandai showcase 3D app at Toy Fair

Published on: 25th January 2012

The app can view toys in 3D

Bandai are the first company to work with Aurasma to create an app that can bring toy boxes to virtual life.

Children can now play with and inspect toys in fully formed 3D models without opening the packaging by downloading an app on a smartphone. The selected toys that can be used on the app include the new ThunderCats action figure of Lion-O.

By pointing it at certain packaging elements  the app also features toy commercials for Power Rangers, Ben 10, Harumika and the ThunderCats range.

Marketing director at Bandai, Darrell Jones comments: “The toy industry is always looking for new ways to excite customers so we are thrilled to be the first partner of this pioneering 3D technology creating 21st century window shopping. The fact that consumers can see their toys virtually and also watch them in action in the TV commercial anywhere in the world is a real first for the toy industry, and we look forward to extending the partnership across all our toys in 2012.”

Aurasma have designed the app with image recognition technology which allows smart devices to see, recognise and understand real-life images in the same way as the human brain.

“Parents will now have to remember not to throw away the packaging which, thanks to Aurasma, looks set to become an essential part of the toy’s experience and something kids keep returning to,” said Martina King, managing director of Aurasma. “Using new technology comes as second nature to kids today and whether using their parents’ or their own mobile phone, this imaginative partnership between Aurasma and Bandai will delight the whole family.  And best of all, because Aurasma is free to download, it means that now pocket money can be stretched just that little bit further.”




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