The former Hasbro executive Brett Page has joined the AR tech toy company Draw & Code as its new Head of Play as the firm heads towards the launch of SwapBots.
The firm has bolstered its team as it gears up for the launch of the augmented reality toy line having also brought in Becky Jones, a former producer on Angry Birds and Moshi Monsters to take on the role of Lead Producer.
With a renewed strategic focus on the family market, the XR experts are bolstering their knowledge of child-friendly games, connected play products and technology use in visitor attractions.
The 17-strong team at Draw & Code has always aimed to be at the vanguard of the immersive technology revolution having worked with clients such as Warner Bros, Nokia Bell Labs, John Lewis and Merge VR.
During 2017, the team also successfully crowdfunded its first product in the shape of an augmented reality powered toy and video game called SwapBots.
Page arrives from Hasbro where he was in charge of UK commercial strategy dealing with brands such as Star Wars and Transformers. Prior to this, he was one of the first employees at Innocent Drinks, contributing to its triple digit growth in the sales team.
As Head of Play at Draw & Code he is being charged with seeking out opportunities in the connected play space, handling creative IP licensing and masterminding a commercial go-to market strategy for SwapBots.
“The opportunity to work with Draw & code and SwapBots allows me to combine my experience of being part of a growing, agile company with my knowledge of the big players in the toy industry – it’s the best of both worlds.”
Meanwhile, BEcky Jones is a producer whose credits include the original Angry Birds and Moshi Monsters’ first foray onto mobile apps. She has also worked with technology in the mixed reality field and was an early adopter of Microsoft’s Hololens.
“As a believer in the world-changing potential of immersive technology, it is thrilling to find a studio environment here at Draw & Code that shares this belief and embraces the opportunities it offers, especially in the burgeoning family market.”
Since the pair joined the company, Draw & Code have begun work on immersive installations for a new Mexican museum, joined mixed reality maven’s Magic Leap’s developer programme and welcomed over a million visitors to the immersive technology-infused Terracotta Warriors exhibition in Liverpool.
Draw & Code’s creative director and co-founder, Andy Cooper, said: “The opportunity to work with people of the calibre of Brett and Becky is just what Draw & Code needs as we welcome new challenges and prepare to take the SwapBots toy to market.”