February 3 – 6 , 2017, IT Craft participated in Spielwarenmesse, one the biggest innovative worldwide toy fairs held in Nuremberg (Germany).

At our special stand, Alexey Andreychenko, CEO of IT Craft YSA GmbH, presented the company’s perspective on AR app development and revealed myriad opportunities augmented reality technology provides for the toy industry.

And they are huge! Everything can be more exciting with augmented reality: from marketing and sales promotion to gaming experience and in-app purchases. We are witnessing a disrupting technology that opens a new page in the toy and gaming history.

But here is the most important game-changing aspect: affordability. Right now—in 2017—creativity and originality of mobile AR apps are accessible for every toy producer. Even small, independent companies can get AR development within a reasonable budget and compete with market leaders, like Lego, who are widely using AR in their toys.