MushABellies Come to Life with 3D Augmented-Reality Game

Best-selling collectible plush includes a new twist.
Cutting-edge technology now included with MushABellies.

NEW YORK - New York International Toy Fair - More than 4.5 million MushABelly® plush collectibles have already captured hearts worldwide. Now all new MushABelly collectibles will include a cutting-edge 3D augmented-reality game that makes kids' favorite Mushabellies come to life, right in their own living room, as they watch "Magic Before Your Eyes"™.

Augmented-reality (AR) technology is the hottest trend in apps, and Jay@Play is the first toy manufacturer to combine plush with a game experience for the entire family. MushABellies' new 3D augmented-reality game, powered by Jay@Play's ToyTube Network™, blends the game world and the real world using a smartphone device and exclusive, patented augmented reality from Gravity Jack.

Play right on your coffee table, rug, bedspread or anywhere you choose! Hold the virtual MushABellies in the palm of your hand or play catch with them in your kitchen, and listen to their hilarious sound effects. MushABellies love to be tickled, and each character has unique behaviors, sounds and treats.

Using a Toy Tube Tracker Card, launch MushABelly Mungo Monkey at the target barrel to score lots of banana points. Quickly tap them with your fingertip to earn more points. Move the Toy Tube Tracker Cards to make the game more challenging.

Six new MushABelly characters will debut in 2012: Heckle the Hedgehog, Buzzie Bee, Mungo Monkey, Racket Raccoon, Finless Frog, and Conan Cow. All are featured in the MushABelly games.

The Free MushABelly App is now available in the Apple App Store and soon to be in the Android Marketplace. At launch, supported devices will include the iPad 2, iPhone 4, iPhone 4S, and soon to include Android 3.0+ operating systems and more.

To see a demo of the app right toy aisle, simply download the Mushabelly app and aim your device at the ToyTube logo on the MushABelly package. Or visit www.toytubenetwork.com.

The MushABelly augmented-reality app was developed in partnership with Gravity Jack, the industry's leading developer of augmented-reality games and apps. Gravity Jack's patented augmented reality technology allows for the recognition and tracking of real world images and objects, instantly displaying fully interactive games, multimedia content, and more. As seen in the MushABelly App, this one-of-a-kind technology allows this information to be displayed, directly in a real-time scene, when viewed with a smart device. The MushABelly App promises to be just the start of many revolutionary new interactive ways to play, thanks to the ongoing partnership between industry leaders Jay@Play and Gravity Jack.