What if toys behaved like TV? That's what Dentsu London sets out to explore with its new set of concept toys, Suwappu, or "swap," in Japanese. Four collectible characters with swappable heads and bodies become the platform for AR-enabled content. The heads determine the characters' personalities while the pants set their environment. The accompanying app reads the combination to create specific content around the figures.
The figures are part of the agency's "Haitsu" approach. The word combines Japanese for hybrid-"haiburiddo"-and communication-"tsushin." The philosophy aims to explore media by "combining innovation, craft and technology with communications and commerce," according to the agency's blog.