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Brief:
- Toy maker Mattel is bringing characters like Barbie and Thomas the Tank Engine to life within the pages of kids’s books in a collaboration with Bookful, the augmented reality (AR) book app for youngsters, per an announcement. Bookful’s users can see 3D animated versions of the favored toy characters on a smartphone after scanning printed books with its camera.
- Barbie fans can see the style doll in aspirational books like “You Can Be a Doctor,” “You Can Be a Designer” and “You Can Be a Gymnast,” consistent with the toy’s theme of inspiring girls to appreciate their potential. Thomas & Friends is featured in books with titles like “Busy Busy Thomas,” “A Visit to London” and “Search and Rescue,” per the announcement.
- AR adoption, which continues to grow, could get a lift this holiday season as consumers search for more immersive digital experience while remaining housebound in the course of the coronavirus pandemic. Bookful, which was developed by software maker Inception VR, has a growing library of AR and 3D animated books through collaborations with publishers resembling Penguin Random House, Charlesbridge and DK.
Insight:
Mattel’s collaboration with Bookful goals to have interaction children with its popular characters as a part of their effort to encourage them to enjoy reading books. More than half (53%) of kids within the U.S. own a smartphone by age 11, a study by kid’s advocacy group Common Sense Media found last 12 months. The popularity of mobile devices challenges parents to oversee their kid’s screen time or no less than make it more educational, especially because the pandemic makes distance learning more commonplace. Technology has change into a key part of kids’s education, and Mattel and Bookful can support those efforts with AR content that makes books more interactive and immersive on mobile devices.
Mattel and Bookful’s AR-enabled books are one other sign of how the immersive technology has been integrated with other media prior to now few years. Mobile game “Pokémon Go” became a sensation in 2016 with its modern gameplay that combined the geolocation features of wireless devices and animated AR content. The game showed the potential demand for AR technology in popular entertainment, making consumer acceptance of Mattel and Bookful’s AR-activated books more likely.
A growing variety of brands are adopting AR technology to offer more immersive customer experiences and to delay the exposure with their brands. Among recent examples, e-commerce giant Amazon this month released AR apps to unlock interactive content by scanning specially marked boxes with a smartphone camera. The AR content is meant to entertain consumers, though it’s conceivable that Amazon could expand its AR experiences to advertise other products, or to supply special deals and discounts.
Bookful’s latest partnerships show how AR can be working its way into books, an approach more publishers could adopt as they adapt to the expansion in digital content consumption. In kind, Condé Nast’s Allure magazine this month partnered with Perfect Corp., the developer of AR content for beauty products, to integrate virtual try-ons of cosmetics into its November issue.
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