Dentsu London and Berg have teamed up to create an interesting augmented reality toy concept and content platform.

Dentsu London and Berg have teamed up to create an interesting augmented reality toy concept starring 8 different characters. Their first “Swappu” video introduces us to Badger, Fox, Tuna, and Deer. The figures can be read by connected devices, generating a novel way to experience the toys while creating a new level of engagement. From a blog post by on Dentsu London’s blog:

“Suwappu is a new kind of content platform, with various exciting social, creative and commercial possibilities. Our project name for this has been Haitsu. Haitsu is the art of hybrid communications, a made-up idea that we find useful. It’s a little bit philosophical (the belief that combining advertising, content, media and product is the future of communications), and a little bit practical (looking for interesting hybrid clashes, like analogue and digital). Project Haitsu is part of the Making Future Magic series of collaborations.”

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