“Experience is king”

Innovative AR app opens new ways for fans to enjoy and tell stories from Mondo TV’s hit animation Robot Trains

Written by Rhys Thomas

Posted 21.02.2019 | Pre-School

“Experience is king” thumbnail

Pulling into the app store is a new augmented reality app game from Mondo TV for its animated kids’ show Robot Trains.

Using AR to create an immersive customer experience, the app works alongside product from Robot Trains licensees to entertain and excite fans, raise awareness of the brand and promote the fast-growing selection of Robot Trains merchandise.

Once downloaded, the app gives kids a variety of new was to contnue their enjoyment of the Robot Trains show.

From the outset, they can play a variety of games and experience live interactions with their favourite characters. Users can unlock further content through a virtual card collector, which works by matching on-screen cards with a specific merchandising category. Fans can unlock new cards and gain access to additional games and videos by simply scanning the product packaging. A final bit of magic uses AR technology to bring a 3D version of physical licensed product to life within the app.

The app is a first for the Italian licensing market. While some international giants have pioneered promotions using AR apps, to date there have been no competitive brands in Italy aiming to associate physical product with augmented reality in order to offer customers a new experience with a brand.


“A few years ago, content was king. Today, I'd suggest, experience is king,” says Silvia D’Archivio, Head of Marketing Communication at Mondo TV Group. “With that in mind – and paying close attention to emerging trends in digital innovation – we have been looking for a bridge between physical interaction and digital engagement. Now, thanks to a collaboration with Bitbuu, the company that has developed the Robot trains AR app, Mondo TV is able to pioneer new possibilities for imaginative play, giving fans a personalised experience with their favourite characters.”

Fans won’t be the only ones to benefit from the app, says Mondo. The project was designed to support Robot Trains licensees who continue to work closely with Mondo TV.

Valentina La Macchia, Mondo TV Licensing Director, adds: “We are very enthusiastic about this initiative and, based on the interest shown by our partners, we have high expectations. Today it is important to support the sell-out of the products and with this app we can do it in an innovative and original way”.

The app becomes widely available in March, and will be supported by a major media campaign with strong input from Cartoonito in Italy, where season two began airing on 11 February.

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