Maynards' Discovery Patch sweets bridge real and AR worlds

Maynards is launching a range of "augmented reality sweets" called Discovery Patch, which use a free-to-download smartphone app to let parents and children interact with a cast of 3D animated characters in their own home.

Maynards: unveils AR app for kids and parents
Maynards: unveils AR app for kids and parents

After downloading the iOS or Android app to their smartphone or tablet, users can scan the Maynards logo on the front of each pack. Animated "character pieces" then appear superimposed through the device's viewfinder.

Children must search around their environment for the various character pieces, answer relevant questions and go "on a journey of exploration and discovery".

Maynards and its agency Hi Mum! Said Dad has produced a 60-second video explaining how the app works and how each pack of Discovery Patch "unlocks a new discovery experience".

The fruit-flavoured sweets come in a range of pack types: Animals; Myths & Monsters; Mini Creatures; and BodyBits.

Lizzy Huelsmann, Mondelez International’s senior brand manager of candy, said: "We’re hoping to drive penetration amongst families with our unique and imaginative Maynards Discovery Patch launch.

"We think the fun shapes and delicious taste will make it something that families will love, giving their imagination something to chew on."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).