• Thinking
  • Blog

• Email
• Facebook
• LinkedIn
• Twitter

A New World at Play: AppMATes Merges the Virtual & Physical

October 10, 2011 at 12:16 pm by Ted Mininni

Are we surprised that kids, the fastest of early adaptors, take to new apps like ducks to water? Smart marketers recognize the way to extend their brands, going forward, includes social media. The thing is: brands may have tons fans, but how do we continue to engage them with the proper content? How do we use the new communication platforms optimally?

A new generation of apps, of course.

Unsurprisingly, Disney is launching new toys so that kids can use an iPad as a virtual play platform. Disney-Pixar Cars 2 is the first brand available in this new play format. When consumers download a free Cars 2 AppMATes app from the iTunes store, a screen specific to the character becomes a play mat. Miniature Cars 2 vehicles are loaded with sensors on each toy making cable and Bluetooth connections unnecessary.

See AppMATes in action here.

Talk about not only bringing a virtual brand to reality; Disney recognizes that today’s kids are playing in a whole new way. It makes sense to bring the brand into a whole new dimension of play. One that brings digital and physical worlds together.

Extending the brand in this manner, along with the launch of licensed physical toys and games as well as consumer products in many categories, continues to keep the Cars franchise in kids’ hands. Smart or what?

• Do you think the future of play will be more virtual than physical? Or will it bring both together?
• Which gaming apps work best in your view?
• Which apps elicit the most creativity from players?
• Are there specific gaming apps that are tied to toy brands you especially like?

What do you think?

Categories: