AR Discs is bringing Universal DreamWorks characters into the collectable augmented reality market

Augmented Reality has found its way into the hobbies and collectables market, thanks to an innovative new partnership between Universal DreamWorks and the tech toy developer, AR Discs.

Characters from the hit film franchises such as Shrek, Trolls, How to Train Your Dragon, Kung Fu Panda, and more are among the first to make the leap into the tech-collectable field thanks to a global licensing partnership with NBC that sees AR Discs launch into the market with clout.

A series of collectable discs, AR Discs make use of augmented reality via the free corresponding app to spring to life. Users simply hover a smart device over each disc to see its character come to life in high definition content. The range has been launched to bridge the gap between virtual and physical play.

Not only can AR Discs be collected in an album and traded with friends, but the interlocking discs can also be used to create 3D models and displays.

The new range now marks its entry to the market armed with a global licensing partnership with NBC Universal, celebrating 25 years of DreamWorks Animation, the studio behind some of the world’s biggest animated feature films, including Shrek, Trolls, How To Train Your Dragon, Kung Fu Panda, Boss Baby, Madagascar, Home, The Croods, and Abominable.

Each AR Disc is emblazoned with an image of a DreamWorks character and features embedded augmented reality content which comes to life through the free app.

William Byron, director at AR Discs Ltd, said: “We are very excited to launch AR Discs and be part of the new generation of toys that bridge the gap between virtual and physical play.

“Kids are seeking more of an experience from their collectibles today. By creating engaging content that users can experience through the app, we’re breaking the mould whilst respecting and encouraging traditional hands-on-play.”

There are 80 DreamWorks AR Discs to collect, including two gold limited editions. AR Discs are sold in a Starter Pack containing a colourful Collector Folder and two Discs (RRP £8.99) and Single Packs (RRP £1.99), are suitable for ages six and upwards.

Launching with the DreamWorks license this November, AR Discs Ltd will be following up with more licensed products in 2021 with partnerships with the Royal Air Force and Nickelodeon already in place.