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More games are making the leap from the virtual realm into the real world - and the latest is iOS casual title Cut the Rope. At this year's Toy Fair, developer ZeptoLab has confirmed merchandising agreements with a bunch of new publishers, meaning that the lovable green Om Nom will start popping up all over the place.
First off: Hasbro has signed up to produce a line of co-branded board games starring Om Nom - potentially both online and in the virtual space.
Then, there's the world's largest, global toy company, Mattel, who has signed up for "two initial products". There's a(nother) board game, designed around the digital gameplay of the iOS version, but more interestingly than that, there's a digitally enhanced toy in the works. Using Mattel's freshly-developed Apptivity technology (similar to the recent Cars adaptation), the company is designing a game which allows children to "take a physical toy and safely play with it on the screen of an iPad".
Then there's a Plug-and-Play console in the works from Jakk's, who is also working on a Cut The Rope-branded controller. Clothing company Li & Fung is working on "sleepwear and loungewear" for both children and adults, inevitably starring Om Nom.
Before you scoff too much at the concept of a casual game becoming a world-dominating brand, I have two words for you. Angry Birds.
I like video games and music and cups of tea and noodles and beagles and colour-cycling LEDs.
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