Aardman Animations has teamed with NatWest to launch the first ever smartphone and tablet app from a UK bank to help children learn about saving money.
The app features NatWest’s new animated characters Pigby and Friends, introduced at the end of last year with the launch of the NatWest First Saver account, and aims to inspire kids to save money.
The free to download app aims to do so via a game featuring the pig character running a stall in an animated fairground. Pigby’s friends run other stalls allowing players to check how much Pigby’s friends have saved and what they are saving for.
The entrepreneurial swine embarks on its route to riches with an ice cream stall. As the character advances through the game it is presented with chances to spend or save.
Heather Wright, executive producer at Aardman Animations, said: "Our core audience is children, so creating the Pigby’s Fair app was the perfect project for us.
"We wanted to use a concept that children would enjoy and we felt a game based in a fairground was an ideal platform to educate young ones."
The launch of the app follows research conducted by the bank that revealed that a fifth of children aged five to 10 would like to save their money but can’t stop themselves spending.
David Crawford, head of savings at NatWest, added: "We appreciate that the idea of discussing money management may not be an interesting topic for children and that can make it difficult for parents to teach.
"We want to help parents give their children the best possible opportunities in a time where preparing for our financial future is considered so crucial."