AR plays major role in Robot Trains’ merch through new Mondo TV gaming app

Mondo TV has detailed the launch of a new gaming app for its hit animated kids’ show, Robot Trains.

Using augmented reality to create an immersive customer experience, the app will work alongside product from Robot Train licensees to entertain fans, as well as promote brand awareness and its growing merchandise slate.

The free app will contain no in-app purchases and once kids have downloaded the app, they can experience live interactions with characters from the series. It will also feature an interactive cards collector, where each card matches a specific merchandising category, offering a selection of games accessible by purchasing a product.

To take part in new game sessions, players unlock cards by scanning the product packaging.

Further to this, Mondo has built in 3D recognition into the app’s features. This will activate the physical product in 3D, which then, through AR tech, allows kids to take part in the action.

Silvia D’Archivio, head of marketing communication at Mondo TV Group, said: “A few years ago content was king. Today, I would suggest experience is king. With that in mind, and paying close attention to emerging trends in digital innovation, we have been looking for a bridge between physical interaction and digital engagement.

“Now, thanks to a collaboration with Bitbuu, the company that has developed the Robot trains AR app, Mondo TV is able to pioneer new possibilities for imaginative play, giving fans a personalised experience with their favourite characters.”

The new app marks a first for the Italian licensing market and launches nationwide this March. It will be supported by a major media campaign with strong input from Cartoonito in Italy, where season two launched on February 1th.

Robot Trains is an animated series for children aged between four and seven years and set in Train World. Licensing activity for the series is already strong in a number of territories with the likes of toys, confectionery and snacks, books, puzzles and live events on board.

Valentina la Macchia, Mondo TV licensing director, said: “We are very enthusiastic about this initiative and, based on the interest shown by our partners, we have high expectations. Today it is important to support the sell-out of the products and with this app, we can do it in an innovative and original way.” 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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