Mattel unveils Apptivity

Published on: 22nd August 2012

Mattel has launched its new Apptivity range with a high-profile experiential event at the UK’s largest shopping centre Westfield London.

Using the very latest augmented reality technology, the launch event allowed boys to actually become the new Hot Wheels Apptivity car. By stepping onto a giant iPad in the main atrium of the high-traffic retail outlet, kids saw themselves transform from boy to toy on the large screen in front of them. Boys moved around the iPad surface to control the action on the screen as the Hot Wheels Apptivity car completed a series of challenges from the free Team Hot Wheels Test Facility app.

Boys Marketing Manager Jonathan Kirkley said: “Apptivity is all about cutting-edge technology in an immersive play experience, so it was important that our launch event tapped into the brand characteristics. This is just the first element of a highly strategic marketing programme that will bring the Apptivity collection to life across a number of communication channels including TV, digital, social media and viral video.”

Featuring patented conductive technology, Apptivity toys interact with a free downloadable app when placed on the surface of an iPad. The range features some of the most recognisable of the UK’s brands including Hot Wheels, Batman, WWE, Angry Birds, Cut The Rope and Fruit Ninja.

For more information, please click here.


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