The Drum Awards Festival - Official Deadline

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By The Drum Team, Editorial

January 24, 2012 | 1 min read

Augmented reality platform Aurasma has partnered with toy giant Bandai to bring Thundercats and Ben 10 toys to life even when they are boxed up and sitting on shelves.

Children can see the toys come alive in 3D by pointing their smartphone and the free Aurasma app at boxes on store shelves.

Martina King, managing director of Aurasma, said: "Using new technology comes as second nature to kids today and whether using their parents' or their own mobile phone, this imaginative partnership between Aurasma and Bandai will delight the whole family."

Darrell Jones, marketing director at Bandai, added: "Bandai is always working to make our toys more imaginative and interactive than ever before so we are thrilled to be the first commercial partner to use this pioneering 3D technology from Aurasma. By partnering together, we're creating a 21st century toy experience where the physical toy, its digital animation and our online presence come together in a completely new way."