Egmont lands Microsoft Kinect deal - Licensing.biz

Egmont lands Microsoft Kinect deal

Firms join forces to promote new game, Kinectimals in Go Girl and Toxic.
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Children's publisher Egmont is teaming up with Microsoft's Xbox to promote new Kinect game, Kinectimals.

The collaboration - set up and developed by UM London - aims to get children and families interacting with the game and forming a connection with its animal characters.

For the first time, focal decoder technology will be used in magazines. Created by 3D Images, the technology will allow readers to reveal hidden messages on the page through a decoder screen provided in the magazines. It has previously only been used through formats such as jigsaws and card games.

The decoder activity is launching through Egmont's Go Girl and Toxic titles. Both will offer readers the chance to win a UK family safari weekend by decoding five letters with the focal decoder to reveal the hidden word.

"We are delighted to be working with Microsoft and 3D Imaging to launch the new Kinectimals game using this incredible technology for the first time in print," said Alison David, commercial director at Egmont. "This groundbreaking, interactive and fun activity is a great way to capture the imaginations of our readers."

Stephen McGill, director of Microsoft's entertainment and devices division, UK and Ireland, added: "We are constantly inspired by the possibilities surrounding Kinect for Xbox 360 and the Egmont campaign is another good example of how Kinect offers a unique way to create new and exciting experiences for all ages."

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