Meet and Greet at Webinale June 1st “Case Study: Avatar Augmented Reality Experiences with Mattel, Mc Donald, and Coca-Cola”

Come and join Total Immersions COO, Eric Gehl at Webinale Event taking place tomorrow in Berlin. Webinale is a web conference for web design, development, business and new trends in technology.

Eric will animate as session about Avatar Augmented Reality Experiences with Mattel, Mc Donald’s, and Coca-Cola with illustrated cases studies.

The marketing campaign associated with the Avatar movie was tremendous. Total Immersion was involved in the most important cross brand promotion ever in the AR field with major food outlets such as Mc Donald, and Coca-Cola as well as a line of augmented reality action figures with the leading toys manufacturer Mattel. During December 09 till January 2010, product packaging in the U.S. for Big Macs have featured an AR Thrill Card on the side of each box, delivering an up-close experience with the rich environments of Pandora when displayed before a webcam. Total Immersion and Coca-Cola have teamed up to transform the soda can into a stunning platform for augmented reality. Some 140 million Coke Zero cans worldwide have been AR-enabled to “launch” a Samson helicopter when the can is displayed before a webcam, making this campaign one of the largest AR packaging creation to date. The Mattel action figures are bundled with a special plastic card looking like a small remote control. Once this device placed in front of a webcam, the action begins. In addition to the control of the figure user can interact directly through the physical device. Press a button, and the figure takes flight – press another, and the guns begin to fire.

01.06.2010 | 11:15 – 12:15 | Room: Maritim I-BC

More information here

Total Immersion Points Way toward New Modes of Digital Game Play via Augmented Reality

With AR Technology in i-TAG Toys, Topps Trading Cards and More, Is Toy Industry Nearing a Tipping Point?

LOS ANGELES (February 11, 2010) – With the holiday season now behind us and Toy Fair opening this week, are we witnessing a revolution in how kids play?

Last fall, in advance of the release of Twentieth Century Fox’s epic action-adventure film, “Avatar,” Mattel launched a new line of action figures based on characters, creatures and vehicles in the film — the first retail toys ever to incorporate augmented reality (AR) technology.

Each toy in the product line includes a 3D web tag, called an i-TAG — developed by Total Immersion (, the global leader in AR — which consumers can display before a webcam.  Scanning the i-TAG reveals special content onscreen unique to the corresponding product.  When the i-TAG for deluxe figures, vehicles or creatures are placed under a webcam, animated 3-D models “come alive” through engaging, evading or defending moves.  Said a CNET correspondent, “I’ve seen the future of toys and it’s augmented reality.”

The i-TAG product line came on the heels of Topps’ 3D Live trading cards for both Major League Baseball and the NFL, which introduced a broad audience to AR and a groundbreaking enhancement to the trading card, a beloved American classic.  Just as AR is beginning to redefine game play, it is also bringing a new dimension to the children’s encyclopedia genre.  Nathan and Total Immersion recently received an LSA Innovation Oscar for the Dokeo Augmented Reality Encyclopedia, dubbed the “best innovative cultural product for 2009” in France.

A year ago, industry pundit Jonathan Samet of Toy Insider identified five trends that he suggested would shape the business:

  • Lower priced toys (toys under $25)
  • Toys based on movie/entertainment properties
  • Science toys
  • Green toys
  • Access to the Internet and digital websites

Similarly, the Toy Association itself echoed those trends, in a report that called out budget toys, green toys, movie toys and interactive and digital toys.  Noted the association: “Computers and web searching abilities have greatly influenced children’s play patterns in recent years.  Links to website and added content will be offered through websites dedicated for this purpose only.”

“By the toy industry’s own assessments, digital forms of game play are ready for prime time, and the Topps cards and Mattel i-TAG toys touch on virtually all of the current industry trends,” said Bruno Uzzan, CEO and co-founder, Total Immersion.  “Augmented reality has gained momentum because of its unique ability to engage consumers in their experience with a brand.  Mattel’s ‘Avatar’ toy line and Topps’ new take on trading cards are truly groundbreaking, by taking key assets of important franchises and placing them in the consumer’s hands, to extend these brands in new environments, in new ways.

“At the same time, these toy lines suggest that digital play patterns are taking their place alongside durable toys,” Uzzan said.  “Digital toys represent an exciting addition to the mix, bringing characters to life and enhancing both the physical toy and the property from which that toy is derived.”

About Total Immersion

Total Immersion ( is the global leader in augmented reality. Through its patented D’Fusion® technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream. Leading the augmented reality category since 1999, the company maintains offices in Europe (France and the UK), Asia and in the U.S., and supports a network of more than 65 partners worldwide.  Find the latest news concerning Total Immersion projects at:

Blog Review : iMediaConnection elected Avatar Campaign as one brilliant Augmented Reality Campaign

Please have a look at this article :  iMediaConnection


Excitement around James Cameron’s “Avatar” created opportunities for several AR tie-ins to the movie. McDonald’s launched a site called “Experience Pandora” that users can tap via a “Thrill Card,” which can be cut out from McDonald’s boxes or printed out at home. According to Variety, Coca-Cola also placed Avatar related content on 140 million cans, while Mattel created action figures with special AR tags that provide additional content.  more

Blog Review : Washington Post’s Review of Mattel Avatar Toys with Augmented Reality

James Cameron’s new movie, “Avatar,” attacks theaters this week, and for select members of the family that means play opportunities, both real and virtual, based on the sci-fi epic.


Now, there’s an exhaustive line of 3 3/4-inch action figures and in-scale creatures and vehicles based on the Avatar universe that deliver a magical, high-tech upgrade for those with a computer, webcam and broadband Internet connection.

Junior first must make purchasing decisions based on a wide assortment of characters from the PG-13-rated movie. The figures have limited articulation and the occasional accessory, such as Pandorian Tsu’Tey with his double bow or human Col. Mile Quaritch, who packs a pistol.

Parents may find themselves involved in the assembly process for the vehicles and creatures, including building the AMP Suit, six-legged Thanator and butterfly-winged Leonopteryx. (That exercise might lead to some unavoidable loose joints and frustrated offspring. At least there are no stickers to apply.)

Following some real playtime, children will want to visit the Avatar i-Tag Web site ( After downloading and installing the Total Immersion D’Fusion Web plug-in, they now can match a plaque (which is included with all toys and doubles as a display base for the figures) with one of 40 on-screen entries.

Once a Web page showing live visuals from the user’s webcam is online, a user takes the corresponding plaque and holds it in front of the camera. A three-dimensional, animated representation of the figure will appear above the plaque on the screen.

As the owner shifts the base or moves it farther from the camera, the size and perspective of the virtual entity also changes.

Adding to the experience, when a child covers one of the icons printed on the plaque, more information is revealed, or the elaborate onscreen creation is set in motion. For example, the Thanator rears back and then jumps forward with a ferocious growl and owners learn in a pop-up fact card that the creature has a massive, distensible armored jaw.

The character figures offer 3-D imagery such as maps of Pandora or a C-21 Dragon Assualt Ship or an irritable Viperwolf.

The great news is the concept is amazing, works every time and requires no lengthy registration or computer-befuddling installations. The not so good news is it’s a one-trick pony. There is no way to get multiple plaques to interact, no way to download vital information to use in some type of online multiplayer fighting game (take a look at Mattel’s Xtractaurs) and they must exit the program and choose another toy icon for the second toy to appear.

Maybe some of these possibilities will be incorporated into the next licensed property, but for the time being, it still is an impressive visual that extends the fun for a youngster playing with a traditional action figure.

Blog Review : Cisco Virtual Environments : Avatar Pushes Augmented Reality

Please have a look at this article : Cisco Virtual Environments

The new James Cameron movie, Avatar, is a next generation film that truly blurs the line between animation and reality.   Add to that mix the elements of new 3D technology, and you see why Cameron waited for the technology to catch up to his vision of the planet world Pandora.   

The movie is not only pushing the boundaries of progressive movie making, but the marketing effort associated with the movie is tremendous.   The movie has a full array of cross brand promotions with major food outlets, as well as a line of augmented reality action figures.   

These action figures are not the ones you might remember, in fact, they are nothing like you have seen before.  These actions figures look deceiving at first, as they seem similar to a small remote control.   However, once the devices are placed in front of a webcam, the action begins.   In addition to the control of the figure that we have seen in other AR demos, this goes further by adding controls directly on the physical device.   Press a button, and the figure takes flight; press another, and the guns begin to fire. 


TI and Coca-Cola Team Up to AR-enable Coke Zero Cans

Augmented reality pioneer Total Immersion  and Coca-Cola have teamed up to transform the soda can into a stunning platform for augmented reality. Some 140 million Coke Zero cans worldwide have been AR-enabled to “launch” a Samson helicopter — from the fleet of Fox’s blockbuster Avatar — when the can is displayed before a webcam.  The Coke Zero project marks a milestone in the AR tracking and play experience: rather than being “stuck” to an object, the chopper floats freely and can be manipulated by “remote control.”  The craft moves in the direction users choose, and gains momentum on its own, replicating the motion of an actual helicopter.

Los Angeles Times Looks at the Mattel iTag Line

“Mattel’s Jason Horowitz talks to the L.A. Times about how the Avatar AR-enabled line of iTag action figures weds augmented reality and the fantastic reality of James Cameron’s blockbuster.  In this interview, Horowitz discusses how augmented reality expands upon the remarkable experience of the film.” More

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