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Meet the Babybel Buddies with RKCR/Y&R's New App

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Halloween edition of Babybel Buddies Bowling now available

Meet the Babybel Buddies with RKCR/Y&R's New App

Mini Babybel UK and Rainey Kelly Campbell Roalfe/Y&R are launching a new content platform for all the family called ‘Babybel Buddies', featuring a cast of 3D characters brought to life with the latest augmented reality techniques and designed to feature in games, graphic novels, advertising, in-store, and online.

The first property to launch is a new game for all the family called ‘Babybel Buddies Bowling’, which is free to play, free to download, and available on iOS and Android.

The Halloween edition of Babybel Buddies Bowling is now available in the App Store and the Google Play Store. 

The game was created by RKCR/Y&R in collaboration with production company, Matmi. 


The Mini Babybel will come to life when scanned with a mobile or tablet device, taking players straight into the game and appealing to kids’ fascination with ‘phygital’ experiences, where the physical and digital worlds blend into one.

In the 3D game, the Babybel Buddies need to stop a gang of ravenous rodents tricking them out of their treats and eating all of the world’s cheese. In a re-imagining of the classic bowling genre, pick-up-and-play controls allow the Babybel Buddies to take on the evil mice and protect the cheese.


Babybel Buddies Bowling has a healthy eating message for kids integrated into the game, as players can win new characters and unlock more levels by collecting nutritious food such as fruit and milk within the game.

Players can view the 3D models of each character, and a ‘pass-and-play’ option lets the whole family play the game together. 

Babybel Buddies Bowling is designed to have as much appeal to parents as to kids. The Babybel Buddies app is the antithesis of the freemium model, with no in app purchases, no in app advertising, and no need for an online connection. 

The Halloween edition of the game introduces Halloween Babybel Buddy characters Franky, Drax, Bones, Tutt, Pumpkid and Red and a Winter edition of Babybel Buddies Bowling is planned for the festive season. 

The Babybel Buddies platform will be extended further in 2015, with new features such as in-game personalisation of characters and the option to order your own customized 3D models of the Babybel Buddies for collection. 


The whole family will also soon be able to follow their favourite characters on the Babybel YouTube channel in animated graphic novels currently being created in collaboration with child literacy experts.

Steve Gregory, Marketing Director at Bel UK Ltd said: “RKCR/Y&R have developed a uniquely Babybel content platform that enables us to engage both new and existing customers, in a way that appreciates the always-on  nature of the digital age.”

Mark Roalfe, Chairman at RKCR/Y&R said: “Today we are launching a new type of content platform for all the family called ‘Babybel Buddies’. With a cast of 3D characters brought to life with the latest augmented reality techniques we are appealing to kids’ fascination with ‘phygital’ experiences, where the physical and digital worlds blend into one.”

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Production Company

Production Company: Matmi

Creative Agency

Creative Agency: RKCR/Y&R

Producer: Amy Torbett

Categories: Food, Dairy

VMLY&R London, Mon, 29 Sep 2014 14:36:53 GMT