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Magic Light Pictures announces new ‘Gruffalo Spotter’ augmented reality app

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In the first development of its kind, Magic Light Pictures and Forestry Commission England bring The Gruffalo characters to life in the forest through a new augmented reality app.

The Gruffalo Spotter has been designed for exclusive use at twenty six forests across the country where visitors can join the adventure through the deep dark wood.

Families will follow clues on an interactive trail and track signs of their favourite characters based on The Gruffalo, best-selling picture book written by Julia Donaldson and illustrated by Axel Scheffler.

The self-led trail is packed with fun facts about forest animals with fantastic activities along the way. Once families have spotted the characters, they can use the app to bring the 3D character animation to life and take photos alongside them.

Their photos are automatically added to the device’s gallery, from where it can be shared via social media with the hashtag #GruffaloSpotters.

Taking family forest walks to new heights, the app mixes technology with the real world, encouraging children to get exploring, firing their imaginations and enabling them to have an all-new forest experience.

The Gruffalo Spotter’s app has been developed and animated by Nexus Studios and is available for free with no in-app purchases from the App Store and Google Play.

A Gruffalo Spotters kit will be available to buy on site and includes animal facts and tips for tracking wildlife, an evidence collection bag, a magnifying glass and a pencil to make a note of your forest finds!

This is such an exciting development and will deliver a completely different forest experience for our visitors. The Gruffalo is a world renowned story and to be able to bring the characters to life in their natural setting is fantastic. It’s great we’ve had the opportunity to join the two worlds of technology and nature together in a sensitive way!

-Bridgette Hall, Recreation Manager for Forestry Commission England

Our partnership with Forestry Commission England has been an overwhelming success from the start so in this, our fourth year of activity, we wanted to do something really special. We’re always looking to further children’s enjoyment of The Gruffalo brand and this was an innovative way to incorporate new technology with a real world experience. Working with the Forestry Commission and Nexus Studios has been a real joy and it’s exciting to now be sharing The Gruffalo Spotter with families. Most importantly for us the app is completely free, which means that it’s there for everyone to enjoy.

-Barney Goodland, Head of Digital at Magic Light Pictures

The team at Nexus are massive fans of The Gruffalo and were really excited to be able to bring the iconic characters to life in the forest through the magic of Augmented Reality. Working with Magic Light and the Forestry Commission has been a fantastic collaboration on many levels, from new technical innovation in AR and real time 3d characters, to creating an experience that works outside in all weathers and for all ages. The creative challenges have always been enjoyable and we can’t wait to see children (and their grown-ups!) playing it.

-Claire Cook, Creative Producer at Nexus

The Gruffalo Spotters trail and The Gruffalo Spotter app will launch from February 20th and run until the end of September 2017. The Gruffalo Spotters app is free from the App Store, Google Play and Amazon and requires downloading before your visit. Launch dates differ between forests, for further details please visit forestry.gov.uk/gruffalo

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