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RETAILBIZ: FLIPS WWW.MCVUK.COM
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EOIN COLFER The Artemis Fowl series follows the exploits of the titular teenage criminal mastermind whose ‘get rich quick’ schemes land him in trouble with the fairies. Books include: Artemis Fowl; Artemis Fowl And The Arctic Incident; Artemis Fowl And The Eternity Code; Artemis Fowl And The Opal Deception; Artemis Fowl And The Lost Colony; Artemis Fowl And The Time Paradox.
CATHY CASSIDY Assorted stories written for young girls following the adventures of teens, their families and their dreams of happiness. Books include: Scarlett; Angel Cake; Sundae Girl; Shine On Daizy Star; GingerSnaps; Driftwood.
the written word and drawing children away from the joys of genuine books, EA is keen to point out the benefits of its Flips range. Not only does it allows kids to take their favourite books with them in a single portable package, the software also serves as a learning aid. “We’ve had really great feedback from people we’ve shown the product to,” says Brandvik. “Kids have been really engaged with it and parents like the educational angle. We’ve had some really great coverage from earlier announcements, not only in gaming press but also mainstream and book press so the appeal is already showing to be pretty far reaching.”
Of course, there’s more to Flips than just the stories. As users read through each book, they earn tokens hidden throughout the text that unlock interactive extras, such as links to character profiles, sound effects and animations. FLIPS SERVICE
Each title also features exclusive content tailored to suit the stores. For example, the Enid Blyton product has recipes and activities while the Eoin Colfer’s Artemis Fowl title features extra stories. Users can also share a chapter with friends via the DS’ wireless functionality – and are rewarded with more unlocks.
Given the target audience of young children, the affordable price, the value for money and the educational prospect, the range looks a perfect proposition for the festive season. EA is working hard to raise awareness of the Flips range among parents as Christmas approaches. “We’re looking to launch the products with a really strong PR programme to educate parents on the features of the titles,” says Brandvik. “We’re keen to make sure that these aren’t mistaken for games of the books – 80 to 90 per cent of what kids will be doing while using them is reading, but obviously the interactive elements are a
RELEASED: DECEMBER 4 FORMATS: DS PUBLISHER: ELECTRONIC ARTS DEVELOPER: EA BRIGHT LIGHT PRICE: £24.99 DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 2858
real draw to keep them engaged and encourage them to keep reading. “We’ll be targeting gifters through press and online, but we’re also looking to ensure we have a clear presence at retail with POS wherever possible to range the product and highlight the key features to parents looking for the perfect Christmas gift.”