Players in the game are asked to identify brands using only part of the well-known logos.
The game has licensing agreements to feature many of the world's best-known brands and logos and has been created by two brand and corporate identity designers.
Simon Wilson and Marc Huws formulated the concept, sourced the materials and put together the production schedule whilst carrying on with their own business of running a design agency.
Now the first games are in production in the UK and will hit retail this autumn.
The game, which is based on observation and the power behind the brand, has a full marketing plan behind it and a collaboration with toy industry PR firm Evolution to increase consumer awareness.
The plan will include working with brands featured in the game, retailer support, press tours, a major press-based promotion and the Hamleys launch in October.
Co-creator, Simon Wilson, commented: "Bringing Eye-Dentity to market has been a tremendous amount of work but we have been delighted with the response of those that have seen it. We believe it’s a game for all the family and what better way to launch it than at the most famous toy store in the UK."