AliveLab, creators of Mardles, is bolstering its product line-up for 2017, with the addition of Magic Masks.
Unveiled for the first time at Toy Fair 2017, the range of fancy dress headwear can come to life with the help of an augmented reality (AR) app.
By viewing the mask through a smartphone or tablet, users can transform themselves into an animated pirate, monster, princess or lion.
"Kids love using SnapChat filters on grown-up's smart phones, now the technology can be enjoyed on their tablets too,” company director, James Murden, told Toy News.
Priced at £3.99 for each mask, fans will be able to get their hands on the masks from March this year.
Sharon Wyness, company director, added: "We're really excited to bring this type of technology to an entry level price point, there has been a real buzz about these masks at Toy Fair and we predict them taking the party market by storm.”