Aurasma Takes Bandai Toys into AR

Manufacturer Bandai has turned to Augmented Reality developer Aurasma to help bring its toy boxes to life. The Aurasma app will enable customers to view a 3D virtual model of toys, including Thundercats and Ben 10 action figures, by pointing a smartphone at the packaging. The app will also present the corresponding TV commercials for the toy.

“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,” says Darrell Jones, marketing director at Bandai. “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.”