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Campaigns mobile technology

Cannes Lions 2018: Ikea’s latest AR app creates ingenious way to reuse packaging

#IKEAtoybox
#IKEAtoybox

Ikea has launched another augmented reality app, this time one that enables its flatpack packaging to become real-life toys for kids.

The #IKEAtoybox initiative sees AR used to determine what potential toys could be made from the amount of cardboard available, and then gives users the instructions on how to do so. The result is everything from rockets to castles, butterfly wings, sharks and beyond.

Announced at the Cannes Lions International Festival of Creativity this week, in partnership with Wunderman and Kantar Consulting, the project went from concept to delivery in just five weeks.

“It’s about creating endless amounts of imagination based on the actual size of the packaging you have,” said Daniel Bonner, global CCO at Wunderman.

The idea for it came off the back of over 15 years-worth of insights from Mumsnet. That data showed that one of the largest concerns from parents surrounds child development – second only to childbirth. Further research also highlighted that 50% of parents say they struggle to find the ideas to bring creative play into the home.

The app is still a prototype at this stage, but will be rolled out to consumers shortly. Ikea is also said to be looking at how to open up the project to a wider audience thereafter. Given its broader focus on sustainability and reducing waste as an organization, it’s considering how to open this AR app up so packaging from other retailers could also be utilized in the same way.

For more about Ikea’s sustainability mission, listen in to this episode of TheCurrent Innovators podcast with Joanna Yarrow, head of sustainable and healthy living at the brand.

Categories
product Startups technology

Crowdfunding find: This wearable helps kids learn tech skills through active play

moverkit1

The latest launch from start-up Technology Will Save Us is a wearable device for kids called The Mover Kit. One part accessory, and the other an educational tech toy, it comes as a series of components, including a set of eight RGB LEDs, printed circuit board, motion sensor (or accelerometer), compass and rechargeable battery, that need to be put together. Doing so is said to be as easy as building a LEGO house or paper airplane. Once done, a band is added that snaps around the wrist.

The idea of the device is it then reacts as the wearer moves; illuminating different lights based on different actions. Twist it one way and it turns red, the other way and it’s changes to white, for instance. Move a lot, and all eight “rainbow” LEDs will trigger. The intention is to encourage active play.

But the kit isn’t just about such building – the real creativity lies in the fact kids can code what the rules are themselves. Head over to Forbes to read all about how.

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e-commerce Uncategorized

The RL Gang – cute and clever

Ralph Lauren Childrenswear’s shoppable online storybook is not only adorable, but it ticks the boxes for winning ideas in digital retail at present.

Interactive, check. Entertaining, check. Integrated with commerce, check.

The RL Gang: A Magically Magnificent School Adventure, as it’s called, provides users with the ability to both interact with the content through exploration, and shop directly from it, all the while bundled up with a creative narrative from award-winning actress Uma Thurman.

The second in its series, it showcases 17 new looks from the brand’s spring/summer 2011 collection. Each character featured can then be clicked on, leading through to a “virtual closet” of similar looks for discovery.

“Click to purchase” capabilities then allow consumers to purchase pieces directly from Ralph Lauren, Bloomingdales and The Bay websites.

David Lauren, executive vice president of advertising, marketing and corporate communications, said the aim was to be engaging, informative and entertaining.

“The experience was really [conceived] as a shoppable story book, but we didn’t want them to just shop by template. Beyond being able to shop the video while the story is going on, you can also go into the closet of any character,” he said.

“I love the concept of the gang. I love the friendship and spirit, the diversity of the clothing, the eclecticness of Ralph Lauren style. It shows that boys and girls can dress up or down, they can be sporty or elegant.”

The initiative follows in the footsteps of the brand’s other digital launches including its 4D sensory experience last November. Read more here: The ultimate collision