Press release: Mobile Interactive Group launches experiential technology agency – New Toy

Springing from the foundations of Mobile Interactive Groups (MIG’s) event and mobile production team, New Toy is an experience technology design agency that utilises every day and emerging technologies to build innovative customer experiences, filling a niche in the experiential marketplace.

New Toy has provided bespoke installations, RFID (NFC), AV production, text-to-screen, interactive displays and mobile ticketing solutions to clients including O2, Samsung and The BRITs.

As MIG, the founding team has produced award-winning interactive experiences for events including the O2 Wireless Festival, England Rugby at Twickenham and at venues such as The O2 and Madame Tussauds.

Combining an ideas-led approach with our extensive knowledge of technology platforms, the team at New Toy enhances campaigns, events and spaces by delivering holistic experiences across mobile, experiential, audiovisual and web 2.0 platforms.

Core services include: Creative – Strategy – Design – Project Management – Production and Evaluation. Over the coming months we will continue to work with a range of clients, including agencies, brands and venue owners whilst delivering on projects that span from creative concepts through to delivery on data measurement and evaluation.

Agencies

* We have built partnerships with experiential, media and digital agencies to deliver cross-platform campaigns. We’re aware that in a modern marketing world flexibility and co-operation are key factor for success.

Brands

* As MIG, the team built up a wealth of experience working directly with some of the UK’s highest profile brands, including ITV, O2, Samsung and Nokia.

Venue Owners

* The experiences and technologies we build are ideal to enhance customer experience in spaces such as music venues, sports stadia, airports, stations and shopping centres.

Barry Houlihan, MD, Mobile Interactive Group said, “New Toy is the fourth company to launch within Mobile Interactive Group and it was a very logical decision given brands’ incredible growing appetite to build relationships with customers, by using new and exciting technology.

“The founding team of New Toy have already produced award winning work in MIG for customers like O2 and Madame Tussauds, so it was a natural decision to create New Toy, and give this business a chance to fill a gaping hole in the experiential marketplace. We will be announcing some new significant contracts for New Toy very shortly.”

Christopher Smith, Creative Director of New Toy said: “The team has continued to build on strong foundations in the event and venue space. With a focus on new technology, we have shaped New Toy as an agency for the changing world, building innovative experiences that engage and excite the customer, whilst delivering unique, meaningful activities for our clients.”

“It’s an exciting time for us. We have a great balance of creative and production experience in the team and we’re working on a range of diverse and exciting projects at the moment – Watch this space…”