Egmont, the UK’s top specialist children’s publisher, today announces landmark activity with Microsoft’s Xbox to promote its new Kinect game, Kinectimals. The collaboration, which was set up and developed by UM London, aims to get children and families interacting with the game and forming a connection with its animal characters. For the first time ever, focal decoder technology will be used in magazines. The technology, created by 3D Images Ltd, will allow readers to reveal hidden messages on the page through a decoder screen that is provided in the magazines. Focal decoder technology offers a unique way to engage and entertain consumers and has previously only been used through formats such as jigsaws and game cards.

The decoder activity is launching exclusively through Egmont’s successful tween properties: Go Girl and Toxic. Go Girl continues to be a leading tween title, with sales up 9% period-on-period (ABC Jan-Jun’10), and Toxic is the No.1 selling boys’ fortnightly magazine.

Both the Go Girl and Toxic issues will offer readers the chance to win a UK family safari weekend by decoding five letters with the focal decoder to reveal the hidden word.

Microsoft’s Kinect for Xbox 360 brings games and entertainment to life in extraordinary new ways without using a controller. One such game, Kinectimals, allows players to adopt, train and build lasting friendships with their own wild animal and is widely expected to be a top seller for children this Christmas.

“We are delighted to be working with Microsoft and 3D Imaging to launch the new Kinectimals game using this incredible technology for the first time in print,” comments Alison David, Commerical Director, Egmont. “This groundbreaking, interactive and fun activity is a great way to capture the imaginations of our readers and bring the excitement of the launch to life in the pages of Go Girl and Toxic.”

Stephen McGill, Director, Microsoft, Entertainment and Devices Division, UK & Ireland adds: “We are constantly inspired by the possibilities surrounding Kinect for Xbox 360 and the Egmont campaign is another good example of how Kinect offers a unique way to create new and exciting experiences for all ages”.

Lin Sze Teh, Integration Manager at UM London, said: “Innovation is at the heart of everything we do for Xbox and we are delighted to be continuing that trend with this latest launch. Using this unique technology allows us to interact and engage with a new audience on a whole different level – getting children to connect with the animals from the game, and building anticipation and excitement around its launch.”

Go Girl goes on sale the 17th November 2010, priced £2.30, and Toxic goes on sale the 24th November 2010, priced £2.60. Both issues can be purchased through all good supermarkets and newsagents.