Animin to 'creatively disrupt the toy industry' at Toy Fair

Augmented reality digital pet Animin to debut at Toy Fair

Animin, virtual pets that exist in the real world through augmented reality, will be debuting at Toy Fair next week.

The product has been developed by a group of AR tech specialists, digital artists and games developers at Figure Games in east London, and the firm believes Animin will be ‘the must-have toy for Christmas 2014’.

Using augmented reality technology on your tablet or smartphone, you can bring Animin into the real world and set the creatures free.

“Augmented Reality mobile apps have already been around for a few years, but nobody has yet really cracked their true gaming potential,” explains Animin director, Joe Kletz.

“Until now! We have extremely exciting plans to develop Animin, extending the core Animin AR app into an online role playing game featuring your Animin avatar with ties to social networking, instant messaging, VR gaming and much, much more.

“Our primary aim at Toy Fair is to creatively disrupt the toy industry, as we strongly believe there is a clear space for a genuinely new digital pet that uses cutting edge mobile technologies in such a fun, social and innovative way.

“Hence we have taken everything that we know about cutting-edge mobile and AR tech and created a genuinely beautiful and compelling experience for young children and teenagers.

“Aside from our unswerving belief in the fact that we have created an intensely compelling and unique interactive entertainment experience built around augmented reality characters that will strongly appeal to younger gamers – something that has not been done before – we are now energised by the clear challenges that lie ahead to bring this new type of digital toy to market.”

Animin will be showcased for the first time at Toy Fair at London’s Olympia on January 21st.

Toy Fair visitors and press can make an appointment to experience an exclusive demo of Animin with the game’s producer and director on stand G-61 in the GreenHouse at London’s Olympia by contacting Adam Hartley on 0203 322 7717 or emailing

Take a look at Animin below:

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