Pedigree Books and augmented reality specialist Zappar are collaborating on a series of Super Interactive Annuals.
The titles use augmented reality to give consumers the option to download a free app onto tablets and smartphones to ‘read’ images throughout the books and unlock ‘Super Interactive’ features.
This means that by holding the device over selected pages, extended character profiles, extra stories and activities including colouring, mazes, puzzles and a ‘make your own poster’ feature come into effect.
Around 20 per cent of the books have an ‘Exclusive Super Interactive Unlock’ icon that will indicate whether it carries AR features.
Caspar Thykier, Founder and Managing Director of Zappar, said: “We’re delighted to be partnering with Pedigree to bring these fantastic brands to life through this new initiative and a new sector for us.
"We’ve used our Zappar platform to bring an extra dimension to the Annuals sector in a way that has never been seen before. We can’t wait to see what kids make of discovering these hidden bits of bite-sized entertainment.”
The new technology will feature across Pedigree’s Gaming and New Media range and includes brands like Annoying Orange, Cut the Rope, Angry Birds, Angry Birds Star Wars and Sonic The Hedgehog.
"Working with Zappar on these new titles has allowed us to lead the way in the Annuals sector once again by offering our customers something completely new and fresh," added Matthew Reynolds, publishing and sales director at Pedigree.
"We are very excited about the retail prospects for this range, which will stand out on the shelves and ensure we remain the market leader in Annuals.”