Figure Games to announce Animin at Toy Fair

Published on: 17th January 2014

Animin is a real-world digital pet brought to life through augmented reality; head to the Animin booth at Toy Fair (GH61) to receive an Animin Prototype Test pack.animin-handhold300

Animin are virtual friends that can be played with and cared for, and is a cutting-edge digital pet for young gamers. Using augmented reality technology on tablets or smartphones, kids can bring Animin into the real world. It will be showcased for the first time at Toy Fair by AR gaming specialists Figure Games.

Animin was designed and developed by the Hackney-based team of AR specialists at Figure Games, a start-up developer that grew out of Junk Beam (, an experiential production house digital artists’ collective creating innovative 3D graphics, gameplay concepts and augmented reality applications.

Animin director Joe Kletz, said: “Augmented Reality mobile apps have already been around for a few years, but nobody has yet really cracked their true gaming potential, until now. We have extremely exciting plans to develop Animin, extending the core Animin AR app into an online role-playing game (RPG) featuring your Animin avatar with ties to social networking, instant messaging, VR gaming and more. Our primary aim at Toy Fair is to creatively disrupt the toy industry, as we strongly believe there is a clear space for a genuinely new digital pet that uses cutting-edge mobile technologies in such a fun, social and innovative way. Hence, we have taken everything that we know about cutting-edge mobile and AR tech and created a genuinely compelling experience for young children and teenagers.”

Toy Fair visitors and members of the press can make an appointment now to experience an exclusive demo of Animin with the game’s producer and director on stand GH61 in the Green House section.

Watch Animin in action in the video below:

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