Kinder Joy’s Applaydu App to Provide the Phygital Experience to Kids, Using AR to Bring Toys to Life

Marketing | January 14, 2021 | News

Kinder Joy

Candy brand Kinder Joy – which has plastic egg-shaped packaging that splits into two; one half containing layers of cocoa and milk cream, and the other half a toy - has launched a new mobile app, Applaydu, which brings Kinder Joy toys to life through augmented reality. Bringing in a world of discovery and imagination for children and providing a free edutainment playing experience, Applaydu app has been developed in collaboration with Gameloft and designed with safety measures that reassure parents that children can even enjoy the interactive content securely by themselves. It aims to help children develop cognitive skills through fun and family activities, mini-games and interactive stories under parental supervision.

Kinder, a brand of the Italian confectionery company Ferrero, has also applied a set of guidelines during the development of Applaydu app, provided by Oxford University’s Department of Education (London) such as introduction of games which includes the concept of mathematics, motor skills, reading and writing and memory.

Kinder Joy India spokesperson Anita Dewan said, “We are taking Kinder Joy to the next level by introducing a unique playing concept of ‘Phygital’ with the Applaydu app. We believe that the Applaydu app will tap into the curiosity and creative aspects of every child’s imagination and create great moments of joy while bonding with parents. The app is designed to spark the imagination of children on digital and in addition, provide an edutainment experience for the whole family.”

“We are really proud to partner with Kinder to make this project a reality. It is incredible to bring our 20 years of gaming expertise to the Kinder brand and their beloved toys in order to craft an app that brings a whole new layer of fun to families, by merging physical and digital worlds in order to expand the traditional play experience,” added Alexandre Tan, VP Brand Partnerships and Advertising at Gameloft.

A TVC campaign and digital activations will support the app as point-of-sale visibility to familiarize consumers with its features. The TVC emphasizes how the app enhances the playing experience of a child as well as encourages the inner creativity to extend the usage of physical toys. The app is built with parental control features and adaptive difficulty as per the age of the child, thereby reassuring parents.

Applaydu app has been developed in collaboration with Gameloft and designed with safety measures that reassure parents that children can enjoy the interactive content securely.

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