Technology

UK collectibles brand taps AR discs to spur sales

June 17, 2021

Australia AR Discs, a global collectables retailer with locations across the U.K., U.S. and EU, is launching AR collectible discs to draw new generations of buyers and collectors.

The AR technology, created by AR Discs, is all about bridging the gap between physical and digital, according to a press release.

The initial collectables, created via a partnership with animation studio Universal, celebrates 25 years of DreamWorks movies and features an 80-disc collection of favorite characters. Users download a free AR Discs app and simply place a smartphone above the character image to bring their collectibles to life. The app provides access to famous movie clips relating to each character, as well as special edition 3D models.

"We believe that kids today still want something to touch and feel, which they can collect and trade with friends, but in a digital age they are also looking for additional engagement. By using the latest in AR technology we bring the product to life, combining physical and digital collectables, allowing them to interact with the products using a smartphone or tablet," William Byron, director of AR Discs, said in the release.