Applaydu by Kinder

Objective

Kinder sought to connect physical Kinder Surprise and Kinder Joy toys with a meaningful digital experience while addressing parental concerns about children's app safety. The brand aimed to create an educational companion app that went beyond the typical 'educational app' claims—97% of commercially available kids' apps claim to be educational but few deliver real learning value. The strategy was to combine product engagement with cognitive skill development through a family-centered, parent-monitored platform.

Solution

Applaydu is an AR-powered edutainment app where children scan QR codes printed on Kinder egg packaging to unlock digital characters and access gameplay. The app features 16 unique mini-games organized across themed islands, targeting skills like memory, analysis, multitasking, organization, reading & writing, creativity, and life skills. Developed in partnership with University of Oxford's Department of Education, the experience emphasizes a 50/50 balance of fun and learning, with sessions capped at 15 minutes and parent monitoring capabilities. The app is free, ad-free, and certified 100% kid-safe, available on iOS and Android globally. Distribution relied on the physical toy packaging as the primary marketing touchpoint.

Results

Applaydu reached 68+ million families since launch in 2021, with 22 million new families engaging in 2024. The app achieved a 4.4-star rating across app stores and ranked #1 in Italy and #2 in France during Easter 2024. Applaydu won The Drum Award for Best Use of Mobile Content.